Stop Bringing Cupcakes to Weight Watchers

Generosity ——>reciprocity. 

In Influence, Dr. Robert Cialdini uses the example of airports, flowers, Hare Krishna, and pocket change.  

Back when people had pennies in their pockets at the airport, the Hare Krishna would give you a flower.  Because humans are essentially hard-wired to reciprocate when something of value is bestowed upon them, people would give the saffron-robed panhandlers a few cents.

We are still hardwired to return the favor when we get something we perceive as valuable, but we have absolutely become savvier about it.  

If you’re giving and not getting, you’ve got a disconnect.  

You have to stop bringing cupcakes to Weight Watchers.

Because people will always take.  That’s a given.  But there has to be the perception of value for the trigger to work flawlessly.  That’s the new sophistication angle.

The right offer in the wrong hands is actually a bad offer.  

Make sure you have determined your Perfect Client Avatar before you do any marketing.  Armed with this knowledge, you always bring the right offer to the right people.  Give them a sample, so they delight in coming back for more.  Quick wins that highlight your service or skill are great for triggering true reciprocity.