*Trust* is what wins new business in professional services...but your ideal clients can't trust you if they don't *like* you, and they can't like you if they don't *know* about you. 

On this episode of Breaking BizDev, John and Mark break down "the mere exposure effect," also referred to as the "familiarity bias" and how firms and experts can take advantage of this cognitive bias and leverage psychology in their business development strategies. 

This episode also features guest voices from Ryan Paul Gibson, founder of Content Lift, and Melina Palmer, CEO and host of The Brainy Business.

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