Hey there,

This doesn’t get talked about enough in B2B circles:

So many B2B buyers don’t buy because your product is necessarily “better.” They buy because you feel “familiar.”

Because they've bought from you before…because you used to send them printed catalogs…and because your name is reputable.

It’s the old “know, like, and trust” factor.

Here’s the kicker though:

Most B2B brands are doing very little, if anything, to create that familiarity.

No presence.
No repetition.
No point of view.
Just a dusty blog and the occasional bottom-of-funnel push.

Meanwhile, over in DTC land, brands selling $49 candles are investing heavily in brand building, storytelling, and consistency. Even though their sales cycle is measured in minutes, not months.

Wild, right?

The brands that need familiarity the most are doing the least to build it.

So how can you do it tastefully, without sounding like a walking LinkedIn post?

Here are a few ideas that won’t make you cringe:

• Show up consistently in the inbox. Even if you don’t have something “important” to say or a sales message. Familiarity > novelty.
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• Share ideas that are a little unfinished. B2B buyers trust people who think for themselves, not just those who quote McKinsey.
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• Tap into your ICP's aspirational identity. Get to understand your ICP and the role your company plays in their life or job. Share content that improves their day-to-day...not just content that sells.

Bottom line: If you want to win more deals, make your brand feel like a familiar face, not a stranger sliding into the DMs with a case study and a dream.

Until next time,
Kyler

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​P.S. If you’re trying to turn more lurkers into leads — and build a real system for making your brand the familiar, obvious choice — let's talk about your potential.​

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