The “the law of reciprocity” amuses me.
At least, the way it’s popularly taught.
This is something Robert Cialdini wrote in his book, “Influence: The Psychology Of Persuasion.” And if you ask some people, you’d almost think this “law” is as reliable and predictable as… gravity.
Yeah, I kind of don’t think so.
Let me ‘splaineth why.
Basically, the “law” of reciprocity says when you give someone something, they will feel socially, professionally, maybe even ethically obligated to give you something back. So for us marketing geeks, it might mean giving away a sample, free product or “gift” and leads will be more likely to buy out of sheer obligation.
I won’t say this never happens.
But, it doesn’t happen nearly as much as people think.
And, even then, it’s a shoddy foundation to build a business on.
Why?
Well, think of it this way:
Is it a GOOD thing for someone to buy not because they actually want your product… but because they feel obligated?
Is that going to be a repeat buyer?
A raving testimonial?
Someone who tells their friends about you?
I kinda doubt it.
Plus let’s face it, this is assuming people even feel a sense of reciprocity in these narcissistic times, where they are FAR more likely to feel a sense of entitlement than obligation.
Finally, a purchase might make people buyers.
But they sure ain’t customers.
Buyers buy something… once.
Maybe even twice.
But customers?
Customers make a “custom” of buying from you again and again and again — because you are serving them, giving them what they want, and offering them a great experience.
You don’t build a real business on buyers.
Especially if they buy out of social obligation.
You build it on customers.
Otherwise, you don’t have a business.
You have… a charity.
Ben Settle
P.S. This all trickles down to selling 101. Most people just don’t know how to sell. Are afraid of it. And thus, resort to putting all their hopes for making sales in things like the law of reciprocity.
But you don’t really need that stuff.
Just need to know sales and persuasion.
Specifically, the kind that’s easy, ethical and effective.
And that people ENJOY buying from.
Something we get DEEP into inside the next Crypto Marketing Newsletter issue next week:
