Building Trust and Familiarity for Purchases

To build trust and familiarity for someone to consider making a purchase, research shows that individuals need to spend about seven hours with a brand to reach the 'acquaintancesphere' within three months. Additionally, studies reveal that people tend to buy from brands they've had at least 11 touch points with. This emphasizes the importance of warming up to a brand before making a purchase. This warming up process can be achieved through synchronous interactions such as dinners or utilizing digital technology like publishing to create asynchronous communication. For instance, reading a book by an author can lead to a sense of familiarity before directly interacting with them. This method scales effectively, allowing individuals to build the necessary seven hours and 11 interactions across time and space to feel comfortable and confident in making a purchase.