March 15, 2019-Reciprocity is defined as the process of exchanging things with others for mutual benefit. Think of the last time you were in Costco and against your better judgment you stopped to sample a tantalizing mouthful of a single, perfectly garlic-stuffed olive. The person who is behind the table that prepared your sample smiles and says, “These olives were picked on the south side of a mountain in Tuscany by a family that has been growing and harvesting olives for three generations.” Yum. He then hands you a coupon for $1.00 off your purchase of the garlic-stuffed deliciousness and says, “I hope that you enjoy these delicate olives and that every mouthful will transport you to the charm and elegance of an Italian lifestyle .” Over the top? Maybe, but I just put six jars of them into my shopping cart.
Yes, the salesperson went above and beyond by providing imagery with his sales pitch, but the reciprocity effect was in full swing. He provided me with a sample and a coupon and held my attention at his table long enough to provide a beautiful description of the product. I felt that because he gave me a sample and a coupon and that I LIKED THE PRODUCT (this is key) that I would return his kindness by purchasing his product. This works 99% of the time because this social psychology is ingrained into our beings; when someone gives us something, we instinctively want to give them something in return.
How does this all come together as an author? Well, if you want people to buy your book/service/product, sometimes you have to give them something to whet their appetite. And I know that some of you may be thinking, well aren’t we supposed to give without expecting something in return? Yes, we are, but when you believe in your product and its value, you want to share your product with as many people as possible because you know it will enhance their life in some way. Basically, giving out something free allows the person receiving the item to then come and listen to what you have to say at the very least. They’re reciprocating your gift of a free fridge magnet with their gift of taking time to view your product and maybe even chat with you.
Let’s say that you’re trying to sell your beekeeping book at a local farmer’s market.
- You could provide free recipe cards that use honey as the main ingredient.
- You could provide free bookmarks with adorable bees on them or a list of beekeeping facts.
- You could provide a pamphlet of the ancient uses of honey as remedies for sore throats etc.
- You could provide a magnet of your book cover. Who doesn’t love and need magnets?
- You could provide free honey suckers to anyone who passes your booth.
The list goes on and on; all you have to do is be creative! I wish you the greatest success in all of your writing and selling adventures. X LLB