The Proximity Effect: A Necessary Human Skill

I got a lot of interesting feedback on the last article I wrote!

Some of you found it funny, others found it insightful. Some people just checked out the blog and liked the fact that I have one… the same people who like Kylie Jenner. I do too, by the way.

But the feedback that stuck with me, and really made me think, came from two different people. They said:

“I felt like you were talking to me directly, like you were close. It was easy for me to understand your world and your ideas.”

The fact that I was spontaneous and shared my thoughts clearly from the beginning helped people enter my world.

You see where I’m going with this, right?

This is what we call the proximity effect.

Guys, it’s a marketing blog. Don’t get too used to my jokes and personal stories.

But honestly, I’m thinking about creating a new blog just for that.

This time, I started writing this article while I’m cooking.

I don’t think you can taste the chicken I just burned, but that’s the price I paid.

From this part, I’ll probably lose my vegan community.

Love you guys.

So, the proximity effect.

First, I need to clarify that it’s _not_ when someone puts their face 5 cm away from yours while talking.

I would never recommend that. Seriously. People who do this... stop it.

The proximity effect I’m talking about is when someone gives you the feeling that they’re close. That they understand your world, or they open the door for you to step into theirs.

But how can we really define the proximity effect? And how can we use it in our business or marketing strategy?

The word proximity comes from the French word proximité, which means a situation, place, or person that is close to you.

We can also define it in a more complex way, as someone or something close in time, whether in the past or future.

Don’t lose me here, guys. I told you, it’s not just about chilling, we need to study a bit too.

So, what do we mean by being close to someone?

Is it only about physical presence? Or is it something deeper, even spiritual?

For me, I define it this way: Being close to someone means being able to understand their emotions and be part of them, and vice versa.

We all have that one person in our circle who understands us without even saying a word.

The one who shows up with exactly what you need, seemingly out of nowhere.

I can say I’m lucky to have people like that in my life.

I’m getting a little emotional here… okay, calm down.

This is what it means to be close to someone.

This is proximity.

In marketing, or in business in general, it’s the same thing.

Most of you have shared quotes or texts on your Instagram stories, written by someone else but that really speak to you.

Just remember the feeling you had a few seconds or minutes before hitting "share", that sensation of “I’m not alone!”

Finally, someone understands and can put into words what you’re feeling.

But you might ask, what’s the purpose of learning this? And how can it help me in marketing?

People buy from brands they trust. Brands that give them a sense of belonging.

Here are some numbers:

• 59% of adults say they’re more likely to purchase from a brand they trust.

• The “2025 Consumer Research” found that 87% of shoppers will pay a premium for products from trusted brands .

• 51% of consumers say: “My relationship with a brand starts when I feel the brand understands me and my desires”.

• 76% of customers will choose a brand over a competitor when they feel connected to it.

It’s all about building trust and proximity.

Mastering the Proximity Effect in Marketing

Be Authentic

This is the first thing I’ll say. But don’t get me wrong, being authentic doesn’t mean sharing selfies when you're in the bathroom. It means sharing your true values, stories, and not being shy to show your personality, even your sense of humor.

I mean, you may not reach my level of funny (no one can, really), but hey, you can always try. I’m open to some competition!

To apply this correctly, here are some things you should leverage:

Simplicity in communication: Keep your message clear and straightforward.

Vulnerability: Don’t be afraid to share your challenges and failures. By doing so, you show your real human side.

Humor: Adding humor is always a big plus in any interaction or communication, but make sure you use it well. The problem with humor is that if you overdo it, you might just end up looking stupid.

Share your values: If something really matters to you, don’t be afraid to talk about it. Yes, you risk losing some people, but you’ll also strengthen the bond with those who share or respect your values.

Use Storytelling

If I ask you now to tell me the last piece of advice or information your father or friend gave you, you’ll probably take a while to remember, and you might not even get it right.

But if I ask about the last story you heard from that person, you’ll probably recall it instantly.

Why?

Because a story is something you can imagine and live.

We, as humans, connect deeply with stories, and a great story can make your audience feel like they’re part of your world.

Consistent Touchpoints

First, you need to understand what touchpoints are. Touchpoints are the moments of interaction between a customer and a brand. They are responsible for triggering emotion during the experience.

People tend to remember emotional experiences the most, moments of happiness, sadness, fear, excitement, and so on.

A good touchpoint should be a small but powerful experience in the customer journey that creates emotional involvement.

If you want to dive deeper into this topic, I recommend the book Unreasonable Hospitality by Will Guidara, owner of one of the most famous restaurants in NYC, Eleven Madison Park.

He won the Outstanding Service Award by using touchpoints to stand out from the competition.

We’ve reached the end of this article, and as I always say: the end of something, a closed door is a way for other new doors to open, a new beginning.

To put it more simply and less philosophically, when you finish reading this, you’re holding a bunch of ideas in your hands, like keys to different doors. You can dig deeper and learn more about the topic, apply it in your next marketing strategy, use it in your job, or even decide to prove me wrong by exploring the opposite perspective.

Each of these doors leads somewhere new. Just choose one and open it. But whatever you do, don’t get stuck in the corridor.