Repeat after me: “Familiarity equals trust equals sales.” 

When you meet someone for the first time, you don’t trust them. That means you’re wary of what they say, which makes it hard for them to influence you.

As you get to know that person, you trust them more, which makes it easier for them to influence you.

Your customers react in a similar way when they hear about your business for the first time.

Initially, they’re wary, so it’s hard for you to influence their behaviour. But the more they get to know you, the more trusting they become.

That’s why your small business needs to continuously market to your customers. The more of your marketing they consume, the more they’ll trust and the more sales you’ll make.