How Familiarity Can Help You Increase Sales & Conversions

Have you ever found yourself in an environment where you don’t know anyone? Maybe you’re at a party, the club, or some sort of social gathering, and you can’t help but feel out of place…

Suddenly you spot a friend, who also spots you, and you feel much more comfortable…


Because you’re familiar with them.

I’m not going to lie. When I’m surrounded by a bunch of people who aren’t black, and see another black guy, I can’t help but get pumped. And usually, neither can he, because once we start interacting with each other, you’d swear we’d known each other for years! LOL (Come on, I can’t be the only one who knows this feeling…).

In this blog, I’m going to share with you how being familiar with a product or service brand increases your prospect’s desire to buy.

Learn all about pattern interruptions in the blog: How To Use Pattern Interruptions To Sink Your Prospects In Your Copy.

The Link Between Familiarity & Sales

Back when I was in an MLM that sold insurance (don’t know why I was in something like that at the age of 19…), I was trying to convince Colii, an old friend and mentor of mine to come to a meeting to see what my company was selling (so I could hopefully recruit her for my team).

“Explain to me exactly what this thing is,” she said bluntly.

I was instructed to say something along the lines of, “Hey, I’m just as green as you are. That’s why I want you to check out this opportunity with me, so we can BOTH learn about it together from people already making money…”

But she was rightfully stubborn. “No. I want YOU to tell me what’s going on. Because I don’t trust them. I trust YOU.”

Colii wasn’t familiar with my direct upline or the company I was peddling insurance for, so she didn’t trust them. She trusted me because she was familiar with me.

Look at it this way: the world “Familiarity” has the word “family” in it. And when it comes to trusting people, it’s usually your family that you go to, first. Makes sense?

When you’re in the store, how often do you find yourself buying from a specific brand because you KNOW that this brand is higher quality? How do you know this? Because you’re familiar.

Learn how to sell without selling in the blog: Covert Salesman: How To Not Make Your Ad Look Like An Ad.

How To Use Familiarity In Your Copy

So how can you make people familiar with your copy? I found that you can do this in two ways:

  1. Maintain a distinct tone of voice
  2. Increase your brand awareness

Even though I’m an android guy, my favorite company when it comes to maintaining a distinct tone of voice is Apple. You know an apple commercial before they even reveal themselves, all because of their tone of voice.

When it comes to brand awareness, social media is your best ally. Sharing content regularly in the form of blogs, videos and images is a great way to increase brand awareness!

When people keep seeing your content floating on the internet, they subconsciously note that you’re an expert in whatever field you’re in. So when they need something in that field, you’re the first person they think of.

I can’t tell you how many times I’ve been asked to write an email, an article, or a school essay from friends! LOL.

Learn about the power of honesty in the blog: How To Infuse Integrity In Your Writing.

Familiarity Will Increase Sales!

When people don’t know you, it’s harder to get them to buy from you. But when people know, like and trust you through familiarity, it’s a lot easier to sell to them!

For more copywriting tips and strategies, check out the blog at