Use Familiarity to Introduce New Ideas

Guerrilla Marketers know that one marketing contact is unlikely to result in a sale. Sales result from a consistent series of contacts. These build up the comfort and familiarity necessary to make a sale.

For example, yesterday I purchased a copy of Puccinni's Madama Butterfly. There's no news in that, except for the fact that I've never before purchased an opera recording.

Yet, every Saturday afternoon, after "Car Talk" and Michael Feldman's "What Do You Know" on the local NPR radio station, I find myself leaving the dial where it is as they broadcast the Saturday afternoon opera live from Lincoln Center. After becoming exposed to opera over the course of several pleasant Saturdays, I realized I was missing out on something--and decided to get involved.

The lesson? What can you do to make it easy for your prospects to build up a level of comfort and familiarity with you?