The Importance of Reciprocity
The Importance of Reciprocity
Reciprocity is the natural human tendency to give back when we receive something.
Some people (very few) don't have it and we call them "Users" and generally hold them in contempt.
If someone gives us an unexpected Christmas gift (or even an Easter egg) most of us are uncomfortable until we've evened up the exchange. My family used to always keep a few spare Easter eggs and small Christmas gifts as "spares" for exactly that purpose.
So that we could pretend that we'd thought of them all along.
Use It in Your Internet Marketing
You can make good use of this human tendency in your internet marketing.
Never forget that you are marketing to individual human beings!
The Lead Magnet
I've posted before about the importance of Lead Magnets and using them to attract people onto your mailing list.
It's an example of reciprocity.
But don't make the mistake of thinking it's one way.
Although you're giving them a gift (and it better have real value) they are giving you something valuable to them (and potentially worth a lot more to you in the long run).
They are giving you their name and access to the privacy of their inbox.
So from here, you need to create more reciprocity.
How do you do that?
Your Email Series
By now, you should have set up an email series that starts sending to your visitor as soon as they sign up.
The first one will be a welcome email, reminding that they signed up, what your site is all about (particularly what's in it for them) and giving them the download link to your Lead Magnet.
Then there'll be a series of emails leading up to the sale.
But in between, more valuable giveaways for them.
So that by the time you get to asking for the sale, you'll have built up the need for them to give something back to you, hopefully by buying the product.
If one or more of your emails can include a video with you speaking directly to them, the whole process is enhanced.
Of course, none of this works unless the product is something they want and can afford. But these are factors you should have already built in by now.
For Example
I have an email series at the moment that's being sent out to a list that's expressed interest in an upcoming training course.
So far, there are 10 emails in the series and, besides the initial Lead Magnet, there are 5 additional giveaways.
This, of course, adds to the probability that your emails will not just be opened, but eagerly anticipated.
It's all about nurturing your prospect.
Recent Comments
52
This is so true, especially the feeling uncomfortable when someone gives you an unexpected gift. I have the immediate need to reciprocate. I am not to the point of building my email list yet, but it is next on my to-do list to build my business.
A great post.
Nancy
Thanks Nancy. You can take advantage of people's desire to reciprocate by gifting your prospects and the easiest way to do that is to have them in your list.
Thanks for sharing a great message Phil. The reminder and encouragement to carry this out in all that we do is appreciated.
Tracy
Very well said Phil! Although I’ve never been a fan of getting a “generic or spare” gift. My view is to give without expectations. And to receive gracefully what ever gifts are given. Otherwise I get too confused about keeping score. And my life is too short for that nonsense. Just my way.
I totally agree, Holly. But it's not how most people fly and we need to be aware of that in our marketing. Did you see the Big Bang Theory episode where Penny gives Sheldon a napkin that Leonard Nimoy has wiped his mouth on?
Penny thinks the value is the fact that Leonard Nimoy autographed it but because he wiped his mouth on it, Sheldon reasons that all he needs is a healthy ovum to grow his own Mr Spock. He's overwhelmed that he can't possibly come up with a gift of equal value. Hence its relevance to reciprocity.
Thank goodness for YouTube… pulled that clip right up! Great reference comparison… he came out with all those gift baskets and proclaimed “it’s not enough” and was moved to give her a simple but heart ❤️ felt hug to better express his gratitude. Loved it! 🥰
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Nice sequence there, Phil. Just as an aside we are hardwired for reciprocity. Evolutionary psychologists explain it goes back to the time we were cave dwellers. Early humans recognized that they had to help each other, by helping they ensured the survival of some of the tribe. It might not be their direct lineage, although it could, but some of the tribe would survive
Yes indeed, it's a very primitive response to help survival of the species. As such, we can tap into it as marketers.
Yes indeed, well explained by Robert Cialdini in Infuence
I haven't read that. I'll look him up.
I've just placed a reservation for it with my local library.
He is a psychologist and it should be compulsory reading for all marketers