Familiar Faces

There's a reason we easily buy from some people.

And not from others.

Once, at a barbershop, a business owner told me:

"I don't know exactly what you do, but I feel like I already know you."

Another, over the phone, told me:

"Sometimes I feel like you're watching me when you write your emails."

Many didn't even know me in person.

But they already felt close to me.

And yes:

We did business together.

No drama, no haggling, no comparing me to the competition.

Do you know why?

Because people buy from those they know.

It's always been that way.

We bought from the town baker.

From the shoemaker on the corner.

The usual guy.

Someone familiar.

And it makes perfect sense.

Buying is letting go of money.

Money you worked hard to earn.

That's why, before saying yes, everyone seeks a feeling:

Security.

And few things provide more security than feeling like you already know the person selling to you.

"Okay, Carlos... what if I'm not famous, and I don't want to be?"

That's fine.

The task remains the same:

Make them feel you're familiar.

How?

Like anyone makes friends:

By being authentic, vulnerable, and helpful.

Sharing what you experience.

What you know.

What happened to you yesterday.

What you learned.

Today, instead of talking about your latest promotion again, tell a story.

Something small. Something real.

Start letting them get to know you.

Want a guide to get started?

Reply "friend" and I'll send it to you.

And soon I'll tell you about a new baby.

One that's all about this.

With care,

Carlos.

Serving is the way.

---

Shopology S.A. de C.V.

Av. Pacífico 468 Local C, Coyoacán, Ciudad de México, CP 04330, México.

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