{"id":4473,"date":"2025-03-24T06:11:28","date_gmt":"2025-03-24T06:11:28","guid":{"rendered":"https:\/\/amplispot.amplispotinternational.com\/?p=4473"},"modified":"2025-03-24T06:14:44","modified_gmt":"2025-03-24T06:14:44","slug":"the-law-of-familiarity-consistency-builds-trust","status":"publish","type":"post","link":"https:\/\/amplispot.amplispotinternational.com\/blog\/the-law-of-familiarity-consistency-builds-trust\/","title":{"rendered":"The Law of Familiarity: Consistency Builds Trust"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>Chapter 12<\/strong><\/h2>\n\n\n\n<p>We\u2019ve all been in situations where we\u2019re reluctant to engage with a stranger, but more open to someone we\u2019ve encountered before\u2014even if it\u2019s just a passing interaction. This difference in our willingness to engage is the power of the Law of Familiarity. In Chapter 12 of Fanatical Prospecting, Jeb Blount explains how repeated, consistent contact with prospects builds trust and paves the way for meaningful conversations.<\/p>\n\n\n\n<p>The key insight is that the more familiar you are to your prospects, the more likely they are to pick up the phone, open your email, or respond to your message. By reaching out regularly (and respectfully), you reduce skepticism, break down barriers, and keep your name top of mind, so when the time is right to buy, you\u2019re the one they remember.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Why Familiarity Breeds Opportunity<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Psychological Comfort<\/strong><\/h3>\n\n\n\n<p>The Law of Familiarity states that people are naturally more comfortable with what\u2014or who\u2014they already recognize. This comfort lowers resistance and warms up the prospect to your message.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Staying Top of Mind<\/strong><\/h3>\n\n\n\n<p>When prospects encounter your name or brand consistently across channels\u2014email, phone, social media\u2014they\u2019re more likely to recall you when their need arises. In a world full of distractions, being memorable is half the battle.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Incremental Trust Building<\/strong><\/h3>\n\n\n\n<p>Trust isn\u2019t built in a day. Each interaction, however brief, contributes to a growing sense of familiarity. Over time, this repeated exposure can transform a cold lead into a warm prospect who views you as reliable and credible.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How Familiarity Impacts Prospecting<\/strong><\/h2>\n\n\n\n<p><strong>Breaks Down Barriers<\/strong><strong><br><\/strong>The initial skepticism that prospects often have toward unsolicited outreach diminishes with each interaction. You\u2019re no longer just \u201canother salesperson\u201d\u2014you\u2019re someone they \u201cknow.\u201d<\/p>\n\n\n\n<p><strong>Increases Recall<\/strong><strong><br><\/strong>When the need finally arises for your product or service, prospects are more likely to remember your name if they\u2019ve seen or heard it multiple times.<\/p>\n\n\n\n<p><strong>Builds Trust Over Time<\/strong><strong><br><\/strong>Consistent, professional communication sends a clear message: you\u2019re serious about your work, and you\u2019ll be there when they have questions or concerns.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-4-3 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Failure is Not a Tattoo (Money Monday)\" width=\"500\" height=\"375\" src=\"https:\/\/www.youtube.com\/embed\/39Y6i6yJMXo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Practical Ways to Leverage the Law of Familiarity<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Use Multiple Channels<\/strong><\/h3>\n\n\n\n<p>Don\u2019t rely on just one mode of communication. Utilize:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Email for informative, value-rich content.<\/li>\n\n\n\n<li>Phone Calls for personal connection and immediate feedback.<\/li>\n\n\n\n<li>Social Media (LinkedIn, Twitter) to share thought leadership.<\/li>\n\n\n\n<li>Video Messages if appropriate, to put a face to your name.<\/li>\n<\/ul>\n\n\n\n<p>Each channel contributes to your visibility and ensures you stay on your prospects\u2019 radar.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Create a Follow-Up Cadence<\/strong><\/h3>\n\n\n\n<p>Develop a <strong>structured schedule<\/strong> that outlines when and how you\u2019ll reach out. For instance:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Week 1<\/strong>: Introductory email<\/li>\n\n\n\n<li><strong>Week 2<\/strong>: LinkedIn connection and follow-up message<\/li>\n\n\n\n<li><strong>Week 3<\/strong>: Quick phone call to check in<\/li>\n\n\n\n<li><strong>Week 4<\/strong>: Value-driven email with a relevant article or insight<\/li>\n<\/ul>\n\n\n\n<p>The goal is to stay consistent without overwhelming your contacts.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Provide Value with Every Interaction<\/strong><\/h3>\n\n\n\n<p>Each touchpoint should offer something of substance:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Share an industry insight or a relevant article.<\/li>\n\n\n\n<li>Offer practical tips or a resource that addresses their challenges.<\/li>\n\n\n\n<li>Personalize each message to reflect the prospect\u2019s role, industry, or known pain points.<\/li>\n<\/ul>\n\n\n\n<p>Value-first communication positions you as a trusted advisor rather than a pushy salesperson.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Be Persistent but Polite<\/strong><\/h3>\n\n\n\n<p>Balancing persistence with politeness is crucial. While you want to remain in front of your prospects regularly:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Avoid bombarding them with multiple daily emails or calls.<\/li>\n\n\n\n<li>Aim for a steady rhythm that keeps you on their radar without intruding on their space.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5. Personalize Your Communication<\/strong><\/h3>\n\n\n\n<p>Referencing a previous conversation or noting a specific challenge they mentioned demonstrates you\u2019re truly listening. Personalization shows respect for the individual on the other end and significantly improves engagement rates.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Common Mistakes to Avoid<\/strong><\/h2>\n\n\n\n<p><strong>1. Overwhelming the Prospect<\/strong><strong><br><\/strong>Too many touchpoints in a short span can irritate your prospect. Spread out your outreach logically.<\/p>\n\n\n\n<p><strong>2. Sending Generic Messages<\/strong><strong><br><\/strong>One-size-fits-all communication rarely resonates. Personalization is the key to standing out.<\/p>\n\n\n\n<p><strong>3. Inconsistency<\/strong><strong><br><\/strong>Sporadic outreach\u2014three messages in one week followed by total silence for months\u2014undermines the familiarity you\u2019ve built. Stick to a steady cadence.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"The Power of Outbound with Anthony Iannarino\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/jBWwl_fLFmM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Real-World Example<\/strong><\/h2>\n\n\n\n<p><strong>Challenge:<\/strong><strong><br><\/strong>A salesperson struggled to connect with leads because their outreach was inconsistent and overly sales-focused. Prospects often ignored calls and emails, and the pipeline was stagnating.<\/p>\n\n\n\n<p><strong>Solution:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Scheduled Touchpoints:<\/strong> Created a follow-up calendar integrating emails, phone calls, and LinkedIn messages.<\/li>\n\n\n\n<li><strong>Value-Driven Content:<\/strong> Provided insights on industry trends, practical tips, and best practices tailored to the prospect\u2019s challenges.<\/li>\n\n\n\n<li><strong>Personalization:<\/strong> Referenced each prospect\u2019s unique challenges in follow-up messages, showing a genuine commitment to solving their problems.<\/li>\n<\/ul>\n\n\n\n<p><strong>Outcome:<\/strong><strong><br><\/strong>Within three months, the response rate grew by 35%, and the salesperson secured three new meetings with previously unresponsive prospects. This boost was directly tied to consistent, value-focused communication that built familiarity and trust over time.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Key Takeaways<\/strong><\/h2>\n\n\n\n<p><strong>1. Familiarity is Power<\/strong><strong><br><\/strong>The more often your prospects see or hear from you, the more inclined they\u2019ll be to engage.<\/p>\n\n\n\n<p><strong>2. Consistency Builds Trust<\/strong><strong><br><\/strong>A steady stream of communication underscores your reliability and professional dedication.<\/p>\n\n\n\n<p><strong>3. Value Comes First<\/strong><strong><br><\/strong>Before you ask for time or a sale, prove your worth by sharing relevant insights or solutions to their specific challenges.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Questions to Ask Yourself<\/strong><\/h2>\n\n\n\n<p><strong>Are you maintaining consistent contact with your prospects?<\/strong><strong><br><\/strong>If not, where can you introduce a more systematic follow-up approach?<\/p>\n\n\n\n<p><strong>How can you add value with every interaction?<\/strong><strong><br><\/strong>Identify industry articles, case studies, or best practices that might benefit your prospects.<\/p>\n\n\n\n<p><strong>Are you leveraging multiple channels to increase familiarity?<\/strong><strong><br><\/strong>Consider expanding beyond email to LinkedIn, phone calls, and even short personalized videos.<\/p>\n\n\n\n<p>The Law of Familiarity taught in Chapter 12 of Fanatical Prospecting reinforces a timeless principle: people do business with those they know and trust. By maintaining a steady, respectful presence in your prospects\u2019 lives and consistently adding value, you\u2019ll position yourself as a recognized, credible resource. When the moment arrives for them to buy or make a referral, you\u2019ll be at the top of their minds\u2014proving that familiarity truly does breed opportunity.<\/p>\n\n\n\n<p>Ready to implement the Law of Familiarity? Map out a follow-up schedule today, commit to value-driven messaging, and watch your pipeline warm up as your presence becomes increasingly familiar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Chapter 12 We\u2019ve all been in situations where we\u2019re reluctant to engage with a stranger, but more open to someone we\u2019ve encountered before\u2014even if it\u2019s just a passing interaction. This difference in our willingness to engage is the power of the Law of Familiarity. In Chapter 12 of Fanatical Prospecting, Jeb Blount explains how repeated, [&hellip;]<\/p>\n","protected":false},"author":35,"featured_media":4477,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[],"class_list":["post-4473","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-book-review"],"_links":{"self":[{"href":"https:\/\/amplispot.amplispotinternational.com\/wp-json\/wp\/v2\/posts\/4473","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/amplispot.amplispotinternational.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/amplispot.amplispotinternational.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/amplispot.amplispotinternational.com\/wp-json\/wp\/v2\/users\/35"}],"replies":[{"embeddable":true,"href":"https:\/\/amplispot.amplispotinternational.com\/wp-json\/wp\/v2\/comments?post=4473"}],"version-history":[{"count":1,"href":"https:\/\/amplispot.amplispotinternational.com\/wp-json\/wp\/v2\/posts\/4473\/revisions"}],"predecessor-version":[{"id":4480,"href":"https:\/\/amplispot.amplispotinternational.com\/wp-json\/wp\/v2\/posts\/4473\/revisions\/4480"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/amplispot.amplispotinternational.com\/wp-json\/wp\/v2\/media\/4477"}],"wp:attachment":[{"href":"https:\/\/amplispot.amplispotinternational.com\/wp-json\/wp\/v2\/media?parent=4473"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/amplispot.amplispotinternational.com\/wp-json\/wp\/v2\/categories?post=4473"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/amplispot.amplispotinternational.com\/wp-json\/wp\/v2\/tags?post=4473"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}