People prefer to do business with other people (or things) who they know, like and trust. It makes sense. But how do you ever compete with established, big companies like Amazon that pretty much everyone knows, likes (well maybe not likes) and trusts. Surprisingly, it’s easy. You do it by achieving greater frequency.

Frequency is simply the number of times your prospect sees you or your brand during a specific period of time. More is better here. Our reptilian brains are hardwired to automatically trust things that we experience more often. We may not like something that we experience frequently (think beeping smoke alarm), but we definitely know it and trust it (to happen every 30 seconds).

Once you win the know and trust game via frequency, you have achieved the critical awareness you need for prospects to determine if they like you.

So, the next time your business is facing the Amazon of your industry, concentrate your efforts in a small concentrated area (location or niche) where you can have a far more frequent presence. You will become top of mind with those prospects, and in the driver seat to win the “like” game.