The Rule of Reciprocation

Next up – Dr. Robert Cialdini‘s Rule of Reciprocation!

Revelation. I’ve taken up something I’m sure a million (or more) of you do. I’m back to listening to ebooks while driving to work. Haha – and you thought it would be something more complicated! I did it before but found I was getting bored of it. I’m unsure if it’s the drone of narration or my susceptibility to zoning in and out. Probably a mixture of both. Alas, as part of my year of sharing insights, I thought it would make sense to dedicate myself to it again. 

So, today, I want to talk about reciprocity in marketing. From a psychological standpoint, this rule is simple. What you give is what you get. We tend to feel obligated to return a favour or gesture after receiving something from someone else. If I come back from the cafe with a donut for you, you will likely buy me a baked good the next time you’re picking up a coffee. 😉 

In marketing, this sense of indebtedness in our actions, or more specifically, messaging, can steer our audience to feel more motivated or compelled to make a decision that will impact their buying trajectory. For example, as part of our ABM strategy, I put together a booklet and sample kit for prospective customers. The act of sending and receiving the package in the mail is not only thoughtful but leverages something of value, something tactile and beautiful, something helpful and intriguing that, in turn, can help the receiving party better understand where our brand comes from and ultimately, our passion and intention of supporting the design and construction community through not only inspiring architecture but inspiration, in and of itself!

Creating this cycle of giving and receiving strengthens social connections and encourages cooperative behaviour among individuals and groups within communities, small and big. I see it as small steps of action becoming big sips of gratitude and many more meaningful opportunities in the future!

Have you taken a reciprocal step? In what way did it change the trajectory of your day? Your goals? Your journey as a marketer?

A brief Forbes article by Jeff Bradford sums it up pretty sweet – https://bit.ly/3NVpYUd

Not done yet! Reciprocity has even been known to foster creativity and innovation, such as this Adobe example in a short Medium article – https://bit.ly/48McaDl