What is it?
The Familiar Effect is all about using concepts, images, words and phrases that are familiar to your potential buyer.
Why does it work?
It works because it capitalises on existing relationships, trust and familiarity whilst demonstrating empathy and understanding. By using existing goodwill you can shortcut the time and effort necessary to seize attention with a potential buyer.
How can you use it?
Think about how your product or service is used in context. When and where is it used? By whom? For what result? Are there complimentary products or services that would reference your offering?
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