But there is another, perhaps even more important factor that helps you attract clients. You might call it the Familiarity Factor.

I have noticed that people are simply more likely to do business with you (Strategy and Implementation being equal) if people feel that they know you, like you and trust you.

How important is this in the whole scheme of things?

Just a tiny bit of the Familiarity Factor can tip the scales in your direction. Take a call to a prospective client, for instance. If you call with the name of someone they know as a reference, your chances of getting somewhere in the conversation are greatly improved over making a cold call.

Think about that. The only difference is that you have a name of someone they know. The Familiarity Factor is both powerful and subtle. And any way you can increase the Familiarity Factor in your marketing, the greater success you will have.

How can you increase the Familiarity Factor in your business?

1. Be more visible. Network in groups and meet people face-to-face. Give talks. Send an eZine. All of these activities are not only good marketing strategies, they simply get people familiar and comfortable with you.

2. Listen more than talking. When you meet people, work at listening and getting to know them more than trying to impress them. Funny thing - when you listen they feel they know you better and trust you more than when you talk.

3. Give away information. Everything from free reports to web site content, to a talk or presentation. This enables people to check you out without any pressure. Haven't you felt you really knew somebody after hearing their talk?

4. Use case studies and testimonials. These are much more powerful than anything you can say about your services or how you work with clients. Create a written success story from every successful client project.

5. Write conversationally. Just write (letters, marketing materials, web copy, articles, eZines) as if you're talking to someone face-to-face. Keep it real.

6. Be accessible. Make it easy for people to reach you by email and by phone. And when they reach you, be a "regular person," don't go into "sales and marketing mode." Listen more than pitching.

7. Ask for referrals. Remember the example above. A name of someone familiar is an immediate ice breaker. Look, if your clients are happy with the work you do, they will happily give you leads. You just have to ask.

By all means, develop and plan effective marketing strategies and work on consistent implementation, but also work at weaving the Familiarity Factor throughout all your marketing activities.