{"id":5669,"date":"2022-04-01T08:53:42","date_gmt":"2022-04-01T08:53:42","guid":{"rendered":"https:\/\/beedigital.marketing\/?p=5669"},"modified":"2022-09-09T15:29:06","modified_gmt":"2022-09-09T15:29:06","slug":"why-do-we-have-such-a-knee-jerk-reaction-to-reciprocity","status":"publish","type":"post","link":"http:\/\/beedigital.marketing\/why-do-we-have-such-a-knee-jerk-reaction-to-reciprocity\/","title":{"rendered":"Why do we have such a knee-jerk reaction to reciprocity?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"5669\" class=\"elementor elementor-5669\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-62227d06 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"62227d06\" 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-784fff2e\" data-id=\"784fff2e\" 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-7de497a0 elementor-widget elementor-widget-text-editor\" data-id=\"7de497a0\" 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 - v3.23.0 - 05-08-2024 *\/\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>I&#8217;d been thinking about this more and more recently&#8230; and then it really jumped out at me while I was watching my kids unwrapping their presents with so much excitement and expectation on Christmas Day.<\/p><p>Reciprocity.<\/p><h2>Why should marketers care about reciprocity?<\/h2><p>It&#8217;s purely and simply human nature.<\/p><p><em>You scratch my back and I&#8217;ll scratch yours.<\/em><\/p><p><em>I&#8217;ll give you a gift if you give me one too.<\/em><\/p><p>I&#8217;m no Grinch but the concept of exchanging goods and the psychology behind it fascinates me. Especially in marketing.<\/p><p>Reciprocity is also <a href=\"https:\/\/www.influenceatwork.com\/7-principles-of-persuasion\/\" target=\"_blank\" rel=\"noopener\">Dr. Robert Cialdini&#8217;s first (of seven) universal principles of influence<\/a>.<\/p><p>This is a great example of reciprocity&#8230; and the impact of a waiter giving you a free mint:<\/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-654dd10 elementor-blockquote--skin-border elementor-blockquote--button-color-official elementor-widget elementor-widget-blockquote\" data-id=\"654dd10\" data-element_type=\"widget\" data-widget_type=\"blockquote.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor-pro - v3.5.2 - 28-11-2021 *\/\n@charset \"UTF-8\";.entry-content blockquote.elementor-blockquote:not(.alignright):not(.alignleft),.entry-summary blockquote.elementor-blockquote{margin-right:0;margin-left:0}.elementor-widget-blockquote 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.elementor-blockquote__tweet-button,.elementor-blockquote--button-skin-classic.elementor-blockquote--button-view-icon .elementor-blockquote__tweet-button{padding:0;width:2em;height:2em}.elementor-blockquote--button-skin-bubble.elementor-blockquote--button-view-icon .elementor-blockquote__tweet-button i,.elementor-blockquote--button-skin-classic.elementor-blockquote--button-view-icon .elementor-blockquote__tweet-button i{position:absolute;left:50%;top:50%;-webkit-transform:translate(-50%,-50%);-ms-transform:translate(-50%,-50%);transform:translate(-50%,-50%)}.elementor-blockquote--button-skin-bubble .elementor-blockquote__tweet-button:before{content:\"\";border:.5em solid transparent;border-right-color:#1da1f2;position:absolute;left:-.8em;top:50%;-webkit-transform:translateY(-50%) scaleY(.65);-ms-transform:translateY(-50%) scaleY(.65);transform:translateY(-50%) scaleY(.65);-webkit-transition:.3s;-o-transition:.3s;transition:.3s}.elementor-blockquote--button-skin-bubble.elementor-blockquote--align-left .elementor-blockquote__tweet-button:before{right:auto;left:-.8em;border-right-color:#1da1f2;border-left-color:transparent}.elementor-blockquote--button-skin-bubble.elementor-blockquote--align-left .elementor-blockquote__tweet-button:hover:before{border-right-color:#0967a0}.elementor-blockquote--button-skin-bubble.elementor-blockquote--align-right .elementor-blockquote__tweet-button:before{left:auto;right:-.8em;border-right-color:transparent;border-left-color:#1da1f2}.elementor-blockquote--button-skin-bubble.elementor-blockquote--align-right .elementor-blockquote__tweet-button:hover:before{border-left-color:#0967a0}.elementor-blockquote--skin-boxed .elementor-blockquote{background-color:#e6e9ec;padding:30px}.elementor-blockquote--skin-border .elementor-blockquote{border-color:#e6e9ec;border-left:7px #e6e9ec;border-style:solid;padding-left:20px}.elementor-blockquote--skin-quotation .elementor-blockquote:before{content:\"\u201c\";font-size:100px;color:#e6e9ec;font-family:Times New Roman,Times,serif;font-weight:900;line-height:1;display:block;height:.6em}.elementor-blockquote--skin-quotation .elementor-blockquote__content{margin-top:15px}.elementor-blockquote--align-left .elementor-blockquote__content{text-align:left}.elementor-blockquote--align-left .elementor-blockquote footer{-webkit-box-orient:horizontal;-webkit-box-direction:normal;-ms-flex-direction:row;flex-direction:row}.elementor-blockquote--align-right .elementor-blockquote__content{text-align:right}.elementor-blockquote--align-right .elementor-blockquote footer{-webkit-box-orient:horizontal;-webkit-box-direction:reverse;-ms-flex-direction:row-reverse;flex-direction:row-reverse}.elementor-blockquote--align-center .elementor-blockquote{text-align:center}.elementor-blockquote--align-center .elementor-blockquote__author,.elementor-blockquote--align-center .elementor-blockquote footer{display:block}.elementor-blockquote--align-center .elementor-blockquote__tweet-button{margin-right:auto;margin-left:auto}<\/style>\t\t<blockquote class=\"elementor-blockquote\">\n\t\t\t<p class=\"elementor-blockquote__content\">\n\t\t\t\t\"In the study, giving diners a single mint at the end of their meal typically increased tips by around 3%.\n\nInterestingly, if the gift is doubled and two mints are provided, tips don\u2019t double.\n\nThey quadruple\u2014a 14% increase in tips.<br><br>\n\nBut perhaps most interesting of all is the fact that if the waiter provides one mint, starts to walk away from the table, but pauses, turns back and says, \u201cFor you nice people, here\u2019s an extra mint,\u201d tips go through the roof.\"\t\t\t<\/p>\n\t\t\t\t\t\t\t<footer>\n\t\t\t\t\t\t\t\t\t\t\t<cite class=\"elementor-blockquote__author\">Dr. Robert Cialdini<\/cite>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/footer>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dfb53a6 elementor-widget elementor-widget-text-editor\" data-id=\"dfb53a6\" 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>So simple. (And I&#8217;m 110% that over-tipping diner.)<\/p><p>There&#8217;s a feeling of guilt and a sense of obligation to reciprocate&#8230; and reciprocity is an effective marketing technique when it&#8217;s done the right way:<\/p><ul><li><strong>Offer something first (for free!) <\/strong>This can be a discount, special offer, or an ungated download, packed with valuable insights and actionable tips.<\/li><li><strong>Make them feel special. <\/strong>Personalise your messaging, ads, and emails. You can send a personalised note or a gift box in the post as a non-digital, tangible offering. (It&#8217;s all about adding that extra thoughtfulness to help you stand out.)<\/li><li><strong>Maintain the relationship. <\/strong>Those who accept the offer, download the guide, reply to your email, like, share, and retweet your content will more likely book a call, sign up to a trial, or buy your product if you maintain the relationship by offering more free stuff (strategically, of course), and utilising your top-notch email communications to stay in touch with them.<\/li><\/ul>\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>Why should you care about reciprocity in marketing? 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