{"id":9008,"date":"2023-07-14T21:00:00","date_gmt":"2023-07-14T21:00:00","guid":{"rendered":"https:\/\/nathanlittleton.co.uk\/?p=9008"},"modified":"2023-07-12T14:54:53","modified_gmt":"2023-07-12T14:54:53","slug":"reciprocity-what-is-it-and-how-does-it-influence-marketing","status":"publish","type":"post","link":"https:\/\/nathanlittleton.co.uk\/email-marketing\/reciprocity-what-is-it-and-how-does-it-influence-marketing\/","title":{"rendered":"Reciprocity &#8211; What Is It And How Does It Influence Marketing?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"9008\" class=\"elementor elementor-9008\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-81382b7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"81382b7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3096970\" data-id=\"3096970\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-2c3f05e elementor-widget elementor-widget-text-editor\" data-id=\"2c3f05e\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>Reciprocity. Big word, isn\u2019t it? It\u2019s even difficult to say!<\/p><p>Now, if you\u2019ve been reading my blogs for a while, you\u2019ll know I\u2019m all about straight talking and keeping it simple. Reciprocity may be a big word, but it\u2019s a pretty <strong>simple concept,<\/strong> and it could be helping you <strong>make money<\/strong>. It can be super useful when it comes to the marketing world. So here goes&#8230;<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-54dcc8c elementor-widget elementor-widget-heading\" data-id=\"54dcc8c\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">What is Reciprocity?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7da8814 elementor-widget elementor-widget-text-editor\" data-id=\"7da8814\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In its simplest form, reciprocity is the exchange of something with others to gain a mutual benefit. But it is the psychology behind reciprocity that we\u2019re really interested in\u2026<\/p><p>It has been studied and recognised that people feel obliged to <strong>repay acts of goodwill<\/strong>. If somebody helps us or gives us something, we, as a human race, are compelled to offer something back in return.<\/p><p>This is known as the norm of reciprocity. And it can be a really <strong>helpful tool<\/strong> in marketing\u2026<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-6172a6f elementor-widget elementor-widget-heading\" data-id=\"6172a6f\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How Does It Look In Marketing?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-021f3f7 elementor-widget elementor-widget-text-editor\" data-id=\"021f3f7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Marketing is a form of psychology. For it to work, we have to try and understand human behaviour and work out how we can <strong>convince customers<\/strong> to purchase a product or service.<\/p><p>If you imagine each of your readers as a love jar, the fuller the jar, the happier they are in your relationship. The happier they are in your relationship, the more willing they are to purchase from you.<\/p><p><strong>Offering something for free<\/strong> before a customer has even purchased from you is a great way to add to the love jar. It could be something like a free trial, or it could be sharing useful information, or entertaining them.<\/p><p>All of these will help fill the love jar so that when it comes to asking the reader for something, there should be plenty of love there already. This is important as when you ask the reader to do something, some of the love will be taken out of the jar. If you start with an empty love jar, you have no lea way to ask for anything from your potential customer.<\/p><p>This is where reciprocity comes in. On top of helping to fill the love jar, if you can offer your readers something for free before they have even purchased anything, the norm of reciprocity would suggest that they would then feel obliged to do something in return. That something preferably being <strong>buying your product<\/strong> or service.<\/p><p>We\u2019ve all seen campaigns by online services and apps which offer free trials for 30 days with no commitments. This is a perfect example of using reciprocity in marketing. By offering a free trial, the company is hoping that by the time the 30-day trial is up, the potential customer will feel obligated to buy the service at full cost.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f1a1be6 elementor-widget elementor-widget-heading\" data-id=\"f1a1be6\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">What Should You Offer?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d54cc99 elementor-widget elementor-widget-text-editor\" data-id=\"d54cc99\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The most important thing is to <strong>offer something of value<\/strong> to your readers. Offering something cheap and easy, even if it\u2019s free, is not going to have the desired effect. You want your readers to remember you as an honest, knowledgeable company. So that if one day they are looking for a product you provide, they will come to you. They\u2019re not going to remember some cheap piece of tat and think, \u2018Ooh, I\u2019ll go and shop there!\u2019.<\/p><p>An effective way of providing value to a reader is through blogs. If you are providing the reader with <strong>helpful information<\/strong> on a topic related to a product or giving them an insight into what products are available on the market to help them choose, that\u2019s valuable information that they didn\u2019t have before.<\/p><p>Another tactic is to offer free guides. This is a simple method that allows you to <strong>showcase your expertise<\/strong> on a subject. It can help to convince the reader that if or when they are ready to make a purchase, you are the best company for them.<\/p><p>You can also impart this wisdom through an e-mail campaign, gradually feeding potential customers with helpful tips or entertaining them so that they look forward to your e-mails each week. As long as whatever content you are providing is valuable, the reader should remember you when it comes to the time to purchase.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d9215bf elementor-widget elementor-widget-heading\" data-id=\"d9215bf\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Build On Your Client Relationships<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ed40670 elementor-widget elementor-widget-text-editor\" data-id=\"ed40670\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>It is through these campaigns and nurturing the reader that you can begin to build up a relationship and trust with the potential client. If you are consistently providing valuable knowledge rather than pestering them with your latest offers and products, you are making your brand and company more memorable.<\/p><p>You can also continue to develop this relationship even once a reader has taken the step of buying from you. By simply adding a personal note to an e-mail or following up on a purchase, the customer will feel like you genuinely care rather than that you are just out for the sale.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-24ddc9d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"24ddc9d\" data-element_type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-inner-column elementor-element elementor-element-4cfecc5\" data-id=\"4cfecc5\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-21aae09 elementor-widget elementor-widget-heading\" data-id=\"21aae09\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">The Results<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-08d1d6c elementor-widget elementor-widget-text-editor\" data-id=\"08d1d6c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Using the rules of reciprocity in marketing can have huge benefits for your company. Taking the time to decide on what you can offer for free in terms of knowledge and value, without any expectations, will help to entice customers in. Whether that be because of the social norm to feel obligated to return the favour, or simply because the information you\u2019ve provided has been so valuable that you have made your brand more memorable, the outcome is the same. More customers and more sales.<\/p><p>If you want to find out further ways to build on this relationship and guide your customers towards higher-value purchases, check out my previous blog<strong> <a href=\"https:\/\/nathanlittleton.co.uk\/marketing\/what-is-a-value-ladder-and-why-do-you-need-one\/\">here<\/a><\/strong>.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-c051b7f elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c051b7f\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.21.0 - 30-04-2024 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class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Reciprocity is a great trick to help you make more money. This blog should have provided you with some valuable information on how and where to use it, and hopefully, you\u2019ll remember who introduced you to the concept if you need any help in the future!<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Reciprocity. Big word, isn\u2019t it? It\u2019s even difficult to say! Now, if you\u2019ve been reading my blogs for a while, you\u2019ll know I\u2019m all about straight talking and keeping it simple. Reciprocity may be a big word, but it\u2019s a pretty simple concept, and it could be helping you make money. It can be super [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":9013,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":"","footnotes":""},"categories":[9,17,8],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Reciprocity - What Is It And How Does It Influence Marketing? - Nathan Littleton - Marketing Speaker<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/nathanlittleton.co.uk\/email-marketing\/reciprocity-what-is-it-and-how-does-it-influence-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reciprocity - What Is It And How Does It Influence Marketing? - Nathan Littleton - Marketing Speaker\" \/>\n<meta property=\"og:description\" content=\"Reciprocity. Big word, isn\u2019t it? It\u2019s even difficult to say! Now, if you\u2019ve been reading my blogs for a while, you\u2019ll know I\u2019m all about straight talking and keeping it simple. Reciprocity may be a big word, but it\u2019s a pretty simple concept, and it could be helping you make money. 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