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Friday, May 02, 2008

Reciprocity -- the real thing?

This image is from Henry Goudreau's marketing email for his $399.00 Marketing Tool Belt.

Marketing consultant Henry Goudreau has sent out (and granted me permission) to republish this marketing email:

Mark (Editor's note: This is an auto-generated personalization)

The Law of Reciprocity means to give and take mutually, to return in kind or even in another kind or degree. The law of reciprocity simply means that when someone gives something, you feel an obligation to give back.

Interviewing prospects using the Law of Reciprocity.

When interviewing a potential referral source or client, ask questions that will educate about the prospect and their needs. One question that I ask all potential referral sources is this: "What is the biggest challenge in your business that you are currently facing"? The goal is not necessarily to fix their problem, but to provide them with support through an article or referring them to someone who can assist them in their area of challenge. Purposefully look for opportunities to provide information that is helpful to others.

Reciprocity is a basis of trust and a basis for legitimate power. The principle is that others will reciprocate in kind based upon the way you treated them. The world gives you what you give to the world.

Reciprocity isn’t always instantaneous, therefore persistence is vital. Even if you’ve found yourself saying, "I’ve tried that and it doesn’t work", don’t give up. At the appropriate time you will reap a harvest. By understanding and using the power of reciprocity, you can improve your relationships and avoid mistakes that can permanently damage your relationships. In life and work, you get what you give.

The Results Are Amazing

When I get contractors to start using the Law of Reciprocity it is amazing the results they start receiving. prospective clients now see them in a different light. Instead of selling them the old-fashion hard way, they allow the law to do it for them. The prospective client now views them as a resource and expert instead of "just another contractor." This makes them the contractor of "choice."

That is why I've included in the Contractor's Marketing Tool Belt<> a very special report that details how to unleash the Law of Reciprocity with white papers and reports. Why become a victim of the economy or "Occupational Slavery" when you can start thinking outside the box and capture new clients.

Good hunting!
Henry Goudreau
HG & Associates, Inc.

The advice here is sound -- my only (real) problem is what we find when we go to the link, which I said I would reference but, sheepishly, did not check before requesting his permission to reproduce his email. I found a blatant solicitation using conventional mass web posting marketing techniques for a $399.00 "Marketing Tool Belt".


This is NOT reciprocity applied the way I believe, for any meaningful long-term relationship development. This is appealing to emotions, and asking for money, for a quick fix!

Goudreau's selling model may work here, and his Marketing Tool Belt may indeed be good value -- and I'm sure he will honor his money-back guarantee if you request it. There is also indication that the type of offer he is making is a very rational and healthy intermediate stage in developing the continuum between initial blogging and website information generosity, and finding meaningful long-term high value business relationships. In other words, an offer such as this might be the ideal thing for people to try out a service pending a larger and more expensive relationship (something that I believe Goudreau offers.)

But my approach to reciprocity is much more patient, slower, more relaxed and less mass-marketing oriented. It also, I hope, is sincere. If anyone thinks that the purpose of this blog is to create an environment where you will immediately pull out your credit card and send me $400, you are obviously not reading the same message I'm writing. But indeed it has a lot to do with the principal of reciprocity -- it is just that the reciprocity will happen when it is right, not when it is pushed on you.

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