In a recent Marketing Week article, Professor John Dawes of the Ehrenberg-Bass Institute made a bold but crucial point:
“People don’t always buy the best product; they buy the product they know.”
This insight should ring loud and clear for local businesses. As a digital marketing agency working with small and medium-sized enterprises, we see this play out every day. Business owners either overestimate the power of their product’s quality – or underestimate their readiness to promote it.
Let’s unpack what this means for you.
The Article’s Core Message: Visibility > Superiority
Dawes challenges the common belief that the best product will naturally rise to the top. In reality, most buyers don’t have the time, energy, or information to evaluate every option. Instead, they rely on what’s familiar. And that familiarity is built through consistent, visible marketing – not just product excellence.
Quality of course does matter. It just means that quality alone isn’t enough.
What This Means for Local Business Owners
Here’s how local businesses can apply this thinking in practical, powerful ways:
1. Don’t Wait for Perfection
Too many small business owners delay marketing because they think their product or service isn’t “ready.” But as Dawes points out, most buyers won’t even compare all the options – they’ll choose from the few they’ve heard of.
Action: Start marketing now utilising key tools within digital marketing, such as social media, to build a community or blogs to showcase your expertise. Build awareness while you refine your offer. Feedback from customers can also help you achieve this too.
2. Be the Brand Customers Remember
Dawes paints the picture that buyers are “cognitive misers”- they don’t want to overthink.
They’ll choose from a shortlist of familiar names. If you’re not on that list, you’re invisible.
Action: Use local Search Engine Optimisation (SEO), social media, and email marketing to stay top-of-mind. You don’t need to be everywhere – just consistently present. If you’re a new start-up, you won’t have your email database in place, so it’s essential to incorporate gathering emails as part of your long-term plan.
3. Invest in Mental Availability
Dawes emphasises the importance of “mental availability” – being remembered when a buyer enters the market. This is especially true for local businesses, where trust and familiarity significantly influence purchasing decisions.
Action: Run small, sustained ad campaigns. Sponsor local events. Share stories that connect emotionally. Familiarity builds trust.
Why Trust and Authenticity Matter Even More
While visibility gets you noticed, trust is what gets you chosen. In a world where consumers are bombarded with options, prospects gravitate toward brands that feel genuine, consistent, and human.
Local businesses have a unique advantage here: proximity. You’re part of the community. You can show your face, share your story, and build authentic relationships.
Action: Be transparent about your values. Highlight your team. Share customer testimonials. Let people see the people behind the brand.
Our Take: Marketing Isn’t a Luxury - It’s a Lifeline
The Marketing Week article is a timely reminder that visibility is a competitive advantage. But visibility must be paired with authenticity and trust to create lasting brand loyalty.
As a digital marketing agency in Croydon, we help local businesses stop waiting for the “perfect moment” and start building brand presence now.
