An individual's opinion of eye contact is directly influenced by their surrounding population density.
Those who live in a city likely know the feeling that occurs when you look someone in the eyes randomly. There is a little weirdness that arises. The person who was looked at starts to wonder why they are being looked at. "Out of the other 500 people here, why are you looking at me?". The looker often feels a bit odd for a bit. They realize the same weird ratio of 1/500 and instantly divert their eyes to avoid awkwardness.
Of course, this awkwardness is spared with a quick "I like your shirt!" or a clear attraction between two individuals. But unless one of those criteria is true, two people out of 500 making eye contact is uncomfortable.
In a small town, however, the opposite is true. If there is only one person on the sidewalk as you walk by, it is bizarre not to look at them. Imagine walking by the only other person in a 1/4 mile radius and not saying hello. What are you hiding? Why can't you communicate with that other person?
Let's convert this line of thinking into marketing principles. Your goal as an organization is to create the feeling of 1 of 2 scenarios:
- "We're the only two people on this sidewalk; let's chat!" Or... "Hey, I am the only one making the exact product you are looking for. We should talk!".
- "Are you looking at me? Out of these other 500 people, you think I am the most attractive? We should talk!" Or... "Hey, there are many products you can choose from, but I am making a product just for you. I'm special. And I think you're special too. We should talk!"
In less metaphorical terms, you should make your buyer feel special despite the (potentially broad) functionality of a product. It would be best if you targeted messaging so specific to their need, so that they feel like they should talk to you.
Because... it would be rude not to.