IN SOCIAL PSYCHOLOGY, SIMILARITY REFERS TO THE ATTITUDES, VALUES, INTERESTS AND PERSONALITY MATCH BETWEEN PEOPLE.

Applied to life online, platforms such as Instagram and Facebook create an opportunity to connect with like-minded communities without the need to be physically present, while at the same time fostering similarity between followers.

How? Through the visuals, tone, messaging and personality your brand embodies.

When designing your feed, website or brand visuals, showcasing similarities between yourself (the brand) and your ideal clients increases your chances of being perceived positively…and leads to interpersonal attraction (a fancy way to say a connection / relationship occurs between two people).

Struggling to attract your favorite type of client? Re-evaluate the way you build rapport, first offline, then see what ways you can translate those aspects online.

After all, similarity is just about being human…

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