What is it?
Propinquity is “the state of being close to someone or something; proximity.” It’s the fancy way to describe the fact that the more you see something, the more favourably you feel about it.
Why does it work?
Essentially it comes down to exposure. The more you see something, the more you are exposed to it, the more familiar and favourable it becomes. This is how brands such as Coca Cola or McDonalds work so well, we are familiar with them and what they stand for – so we stick with the devil we know.
How can you use it?
If you want to be noticed, be active in communicating with your prospects. If you can advertise and be on as many social platforms as possible, as often as possible you increase your exposure and thus increase levels of familiarity and loyalty.
More exposure = more chance of business.
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