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IS IT CRAZY TALK?
Are you working to grow your business on a small marketing budget?
• Do you need to make every dollar count when it comes to getting sales?
• Does it seem like crazy-talk to want to give things away before you even have any business?
• Do you really have to give-to-receive?
Say it ain’t so!
Reciprocity engines are an important component of connecting with your audience to generate leads and build sales.
• They tap into basic human emotions that rev-up the likelihood of a favorable outcome, such as receiving contact information or even a sale.
In this lesson, you’ll discover what a reciprocity engine is and how it works so you can use these techniques successfully to grow connections with your audience.
• You’ll review examples of common reciprocity engines used for internet marketing today and go behind the scenes to see why these methods can be so effective.
• You’ll uncover key insights about the psychology that comes into play when you use a “give-to-receive” strategy in your marketing.
THIS LESSON’S OBJECTIVES
Over the course of this lesson you’ll:
- Look at what reciprocity engines are and why they work.
- Explore common techniques used by internet marketers that tap into these concepts.
- And look at how you can grow connections with your audience through the use of these powerful methods.
YOU CAN DO THIS!
Each lesson includes the three styles for adult learners with:
• An Audio File
• A Written Transcript
• And a Practice Guide that gives you “hands-on” training customized to your own business.
GIVE TO RECEIVE
To put it simply:
Reciprocity engines are ways to give something of value to a visitor or potential customer with a high probability that they will take some desired action.
Let’s look at why 2 reasons why these techniques can be so effective.
RETURN THE FAVOR
Have you ever wondered why so many charities include address labels, note pads, and pens with their request for donations?
- The reason is that the deep-seated emotional concept of reciprocity kicks in.
When you give me something of value for free, I feel obligated to return the favor.
- Successful marketers know that it is all about exchanges.
This concept is summed up as “give something to get something.”
If you don’t believe this is a powerful concept, consider this:
- People write blogs about justifying the guilt they feel when they use the free address labels without returning a donation.
If this wasn’t an effective technique, why would guilt be the number one emotion for not taking the desired action?
RECIPROCITY = EXCHANGE
Now we aren’t recommending you “guilt” people into becoming your customers.
- But recognize that reciprocity is a key human behavior.
- If you use it correctly, it can increase the effectiveness of your requests to site visitors.
This “give something to get something” technique applies whether it’s a simple email address or an offer of a product or service.
ONE STEP AT A TIME
Next, when people make a small step, it is easier to get them to take the next larger step.
- This is called the “foot-in-the-door” technique and transforms the act of reciprocity into an engine for growing connections.
The psychological principle behind this is that once we make a decision-even for something small-we look for ways to reinforce we made the right decision.
- Notice a key component of this technique is starting with a small step and then asking for more steps over time.
CAN’T SAY NO?
The flip side of this is that not taking the next step creates “cognitive dissonance.”
- In other words, not taking the next step when asked after we’ve made the first commitment makes us uncomfortable.
We hate to tell someone “no” after we’ve previously said “yes.”
- Similarly, once we take the first step, we want chances to reinforce our decision.
MANY WAYS TO SAY “YES”
Think of it this way.
If you go on a date and then never hear from them again, you begin to question your judgment on accepting the first offer.
- Provide lots of opportunities for people to continue saying “yes.”
This helps them feel like they made the right decision after they took that first step.
SMALL AND EASY
What would this reciprocity engine process look like?
Here is an example of common techniques used today:
Start with something small and easy.
- Perhaps the first step is providing a snippet of valuable content that people “like” on Facebook or “re-tweet” on Twitter.
Next, ask them to provide their email in exchange for a special report or e-book.
EACH STEP MORE VALUABLE
Then, think about potential “giveaways” that would be valuable to the visitor-and affordable to you.
- Would they provide a phone number or address to win a free session of a service?
- How about answer a few questions in exchange for a product drawing?
Combining the concept of reciprocity and this “foot-in-the-door” strategy will increase your chances for success with your marketing.
TIME TO GET REAL!
Now it’s your turn.
This lesson’s Practice Guide helps you walk through these connection-growing concepts.
- You’ll lay out a series of simple-to-implement reciprocity engines so that you can increase the effectiveness of your marketing strategy.
Once you’ve taken a look at some ways to increase the level of engagement with your potential customers, let’s focus on a nuts-and-bolts lesson with: “How to Create E-books-The Easy Way”