When you need a piece of software to complete a specific task, you'll likely use the one that feels more familiar and familiar to you, whether you want to or not.
This principle is called the “mere exposure effect,” and it has been used by marketers for years to increase our attachment to certain products and companies. It tricks our brains into making decisions in favor of familiar things. This isn’t hypnosis or unethical manipulation, it’s just a fact: people prefer familiar products to ones they’ve never heard of.
In a 1992 study by Richard Moland and Scott Beach, students were asked to attend lectures with more than 100 people 5, 10, or 15 times.
At the end of the semester, students were asked if they liked their turkey phone number data classmates. It turned out that those who attended lectures more often became better friends with their classmates.
This is the simple exposure effect in action.
Expansion
Sympathy towards classmates depending on the number of visits
Essentially, lead nurturing is the process of accumulating multiple micro-opt-ins into one big “yes” to your main offer.
Over time, you collect these micro-consent from your leads, developing relationships and building trust. The mere exposure effect makes the final decision easier, making subscribers more and more accustomed to your product.
When people know you, when they trust you, when you've made them understand who you are and the depth of their problems (and how you can solve those problems), they'll choose to do business with you rather than someone completely new.