The law of familiarity is a concept that emphasizes the importance of being present in various channels, such as social media, posters, “for sale” signs, billboards, and podcasts. The more familiar a prospect is with you, your brand, or your company, the more likely they are to respond positively to your outreach. This means they are more inclined to answer your calls, open your emails, accept your social media connection requests, respond to your text messages, accept invitations to events or webinars, download information from links you send them, engage in sales conversations, and ultimately conduct business with you.
This principle is backed by data showing that it can take between 20 to 50 touches to engage a prospect who has little to no familiarity with you. In contrast, it only takes 1 to 10 touches to engage an inactive customer, a warm inbound lead, or a prospect who is already familiar with you, your company, or your brand.
The lack of familiarity is often the reason why you face numerous objections when trying to secure time with your prospects. When prospects don’t know you, it becomes significantly harder to gain access and build a relationship.
