Marketing principles - The law of affinity

The law of affinity 

We buy from those we like 

The marketing principle of affinity is simply stated. You are more likely to buy something from someone you like than you are from someone you don't. As a business marketer, then, the challenge of invoking the affinity principle in your favor is to get people to like you. How to do that?

This too is simple: Like them first. 

People like to be liked. It tickles their fancy and it makes you appear friendly. People who appreciate being liked by you are very likely to like you right back. Someone has to get the ball rolling in the first place, and it might as well be you.

Although it's true that giving and receiving occur simultaneously in eternity, everything is simultaneous in eternity. In time, such as we are, the giving must come first before the receiving is possible.

Proactive friendliness has been proven through long experience to produce beneficial business marketing results. The opposite tactic can be well described as waiting for a fried chicken to fly into your mouth.