Sugarman Trigger #23 - Familiarity
Sugarman states that becoming familiar to a customer can be very powerful, especially if they start to like and trust your brand style.
When you see Coca-Cola or McDonald's you are instantly familiar with those brands and trust the product. They have to do very little extra selling to get people to buy.
He also says that using words and phrases the customers are using in their own life helps to achieve familiarity.
Image Description
A playful illustration shows a smiling face with hearts and thought bubbles surrounding it, along with an envelope marked "CopywritingCourse.com." This visual represents the concept of familiarity and affection towards a brand.
Positive Aspects
The image effectively conveys the idea of familiarity in branding. The hearts and thought bubbles suggest an emotional connection, emphasizing how a familiar brand can evoke positive feelings and trust. The envelope with the website name subtly reinforces the source of the content.
Key Takeaways
- Familiarity builds trust: Brands like Coca-Cola and McDonald's benefit from immediate recognition and trust, reducing the need for extra persuasion.
- Use customer language: Incorporating words and phrases familiar to your audience can enhance connection and trust.
- Emotional connection: Familiarity can lead to a strong emotional bond with customers, making them more likely to choose your brand.
Additional Insights
Think of familiarity as the comfy slippers of marketing. When customers see your brand and feel like they’re hanging out with an old friend, you’ve hit the jackpot. So, tune in to your audience's language and create a brand experience that feels just like home.
