The Hidden Power of Familiarity: Why Your Best Prospects Choose Competitors (And How to Fix It)
Why do qualified prospects sometimes choose less experienced competitors over you?
It’s probably not about credentials or pricing. And it’s not necessarily about results either.
More often than not, it comes down to something much simpler (and sneakier):
Familiarity.
Your ideal client has a problem. They start researching solutions. Three providers pop up—including you. All seem qualified. But when it’s decision time, they go with the one that feels most familiar.
This isn’t just theory. I had a real-life “aha” moment that helped me finally understand why.
The Windshield Moment
When our car’s windshield cracked, I immediately knew who to call. But then I paused and thought,
Wait—why them?
We had never used that company before. I hadn’t asked around or gotten any recommendations. It felt like their name just popped into my head out of nowhere.
But it didn’t really.
When my kids were younger, I drove them to and from school every day (our charter school didn’t have busses). And whoever was in the front seat usually controlled the radio. They were pros at skipping commercials—but not always fast enough. Over time, we heard the same ad for a local windshield repair company again and again.
That repetition worked its magic. I felt like I “knew” the company, even though I didn’t. And when we needed help? They were the first ones I thought of.
That’s the power of familiarity. It bypasses logic and builds trust without us even realizing it.
The “Super Bowl” Effect
This story reminds me of something copywriting coach David Garfinkel shared on his podcast: the surprising origin of the name “Super Bowl.”
Back in 1966, the NFL and AFL agreed to host a national championship game. Names like “The Big One” and “Pro Bowl” were tossed around—none stuck.
Then Kansas City Chiefs owner Lamar Hunt suggested “Super Bowl,” inspired by his son’s favorite toy, the Super Ball. At first, no one took it seriously.
But a reporter used the name in a news story. Readers started seeing it. Other reporters picked it up.
And by 1970, the “AFL-NFL World Championship Game” had officially become…
The Super Bowl.
Familiarity won.
The name felt both exciting and easy to remember. New, but also kind of obvious in a good way. That’s the kind of familiarity that works in business too.
Why This Matters for Your Business
If you’ve ever felt invisible even when you know you’re the best fit for a client, this is probably why:
When people are researching professional services, they’re not just comparing resumes. They’re trying to reduce risk. And in uncertain moments, familiar feels safer than unknown—even if unknown might be better.
That’s how:
- A newer firm with great marketing can get picked over a more experienced one
- Referrals go to the person who regularly shows up in conversations or emails—not just the most qualified person in the room
- Clients choose people they’ve “heard of” even if they haven’t worked with them yet
You might be delivering incredible results behind the scenes… but if you’re not building familiarity outside of client delivery, prospects won’t remember you when the moment comes.
How to Build Familiarity That Works for You
Here’s the good news: you don’t have to do gimmicky marketing to become familiar. You just need a consistent, strategic presence.
1. Use the Name of Your Offer or Framework Regularly
If you’ve named your process, service, or program—use that name in your emails, social posts, and client conversations. It helps people remember you and refer to you more easily.
When I worked with Danielle Levy, founder of The Boardroom League, we made sure her 3-House Business Framework showed up in her messaging consistently. It’s a blend of something familiar (business systems) with something distinct (her specific lens). People latch onto that combination.
Another example: Laura Naiser brings together Biblical truth and mindset coaching to help Christian entrepreneurs get unstuck. Her audience already connects with the Bible, and her unique approach brings something fresh and transformative.
2. Share Client Results—Not Just During a Launch
Don’t wait for a big promotion to share your wins. Talk about how you support clients even when you’re not actively selling. That builds trust and recognition over time.
When someone’s ready to hire, they’ll remember you—because you were already showing up consistently with helpful insights.
3. Show How You Work, Not Just What You Do
Let people peek behind the curtain. Share how you approach problems, what your client process looks like, or what working with you feels like.
One of my clients told me that what set me apart wasn’t just my copy—it was the fact that I actually met the deadline. That might sound like a given, but in their past experiences, it wasn’t.
Turns out, little things like reliability? That’s part of your brand too.
4. Clarify What Makes You Different
This is your Unique Selling Proposition—or the thing that sets your service apart. It might be your framework, your communication style, or even your background.
For me, it’s this: I believe messaging isn’t something you figure out once—it’s something you shape and refine as you grow. And having a messaging specialist in your corner means you don’t have to do that alone.
Make Familiarity Work for You: A Simple 3-Step Framework
✅ Clarify your approach
Give your method or offer a name. Make it memorable and use it consistently.
✅ Show up regularly
Whether it’s email, LinkedIn, a podcast, or something else—stay visible to your audience (even when you’re booked).
✅ Balance the familiar with the fresh
Start with what your audience already understands… then share your unique perspective that sets you apart.
Final Thought: Familiarity Isn’t Luck—It’s Strategy
I used to think people made decisions based purely on logic and credentials. But that windshield moment? It taught me something different.
Familiarity isn’t just a marketing tactic. It’s a real, psychological advantage. And you don’t need to be everywhere to build it—you just need to be consistent and intentional.
Want help making your offer memorable (without feeling like you’re bragging)?
Let’s work together to clarify what makes your service distinct—and build messaging that keeps you top of mind for the right people.
