The power of "Friendly Familiarity"

As a quick reminder…the affluent do business with 3 groups of people:

?? Those they know.

?? Those who are referred to them by those they know.

?? Those who are recognized experts in their field.

Let’s focus today on #1.

When we think about “Those the affluent know” we assume that it’s people they hang out with at the country club, go to parties and run into at the various charity functions and other places where the wealthy hang out.

And, yes, that’s certainly true.

However, it’s more than that.

If you decide to follow this strategy, you can become “known” by the wealthy, without actually ever meeting them.

? Jason Dingman used this strategy to attract a client for his personal coaching business who pays him an annual retainer of $125,000.

? Betsy St. James used this approach to attract 17 new clients for her bespoke dating service at an average fee of $25,000.

? Lincoln Nils credits this method with enrolling over 55 adult students in his exclusive martial arts studio, adding over $200,000 to his revenues.

What was the strategy?

Friendly Familiarity

Certainly, all of these people could have attended the events where their ideal affluent clients were at. That would have worked well.

They could have asked all of their current clients for referrals-which is a great thing to do.

They could have run ads using dog-whistle copy to attract their precise type of customer.

But instead, they did this.

Every day, they reached out to their community.

They emailed them directly. Posted on the relevant social media sites. They also created a LinkedIn newsletter and sent it to everyone they were connected with.

Every day.

And guess what happened?

No, it didn’t happen overnight

And, yes, their success was also due to creating interesting content with headlines that “hooked” the attention of their prospective clients.

But what happened was…

? They became known.

?They became familiar.

They became someone who the affluent would say (to themselves or to others)…”Yes, I’ve heard of him. Isn’t he the guy who…”

Remember, “Becoming known” can be accomplished in a lot of different ways.

This is something the consumer goods companies understand.

When I worked at Kraft, we ran an ad (seemingly continually) about Mom serving Velveeta grilled cheese sandwiches to her kids. Mom served them with confidence & love because she knew that Velveeta was made with a wholesome blend of Colby, Swiss and Cheddar cheeses.

Over time…and because of the repetition of the ads…the sales of Velveeta increased by 40%.

The prime objection people had, that Velveeta was fake cheese, was overcome (at least somewhat).

But it took a L-O-T of repetition.

Much more than any of us thought.

Same with you.

You need to be in front of your audience a lot.

More than you think.

?? BUT…if you do this…You Will Become Known.

And that is one of the most effective strategies for adding new affluent clients.

Onward,

Mark

PS: Naturally, the next question is…OK what do I communicate? That’s a topic I talk about a lot in my Whales Not Minnows VideoNewsletter. You really should become a subscriber so you can attract a lot more wealthy clients, especially if you’re not crazy about attending a whole lot of charity events.

Get a trial subscription HERE.?

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