Lyden's Lab for Strategic Copywriters

Is Persuasion through Reciprocation Really Manipulation?

In his book Influence: The Psychology of Persuasion (affiliate link), Robert Cialdini presents these six principles of persuasion:

• Reciprocity
• Commitment and consistency
• Social Proof
• Liking
• Authority
• Scarcity

This series of posts at Lyden’s Lab will unpack each of these principles and explore how it applies to persuasive writing in marketing, advertising, public relations and sales.

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In a previous post, we talked in-depth about persuasion through reciprocation – that is, when a vendor or sales rep gives us something of value, we often feel a need to give back (or reciprocate) by responding favorably to the offer.

But this begs the question: If our intention is to give in order “to get,” isn’t that really manipulation? In the extreme, isn’t that really bribery? Couldn’t you say that it’s the “quid pro quo” (or reciprocation) in backroom deals among politicians and lobbyists that often drives corruption in politics? Can it not also lead to unethical marketing and sales tactics, as well?

On the surface, there’s just something that seems unseemly and manipulative about using reciprocity as a tool of persuasion, right?

Perhaps.

Yet, I am reminded by an oft-quoted saying from sales guru Zig Ziglar:

"You can get anything you want in life if you help enough other people get what they want in life."

From that perspective, reciprocity can be a powerful and compelling force for mutual good.

Keeping Persuasion in the Proper Perspective

How do you apply this principle of persuasion-through-reciprocation in copywriting -- in a way that both the audience and marketer come out as winners? Ask yourself these three questions to keep your persuasion strategy in the proper perspective:

1. What does your audience want/need, relative to what your product/ service offers?

2. What can you give away that your audience wants/needs – and will make them hungry enough to pay for more?

3. What do you want in return for your give-away? A demo appointment? Contact information? Permission to market? Determine your goal upfront – and be transparent about your motives. If you’re offering something of genuine value – and it’s in the best interest of the audience – then you don’t have to be shy about your intentions.

Where I see the appeal to reciprocation sliding into manipulation is when the marketer is more focused on his or her company’s best interest – at the expense of the prospect/ audience. 

The Bottom Line

So here’s my take on the reciprocation-versus-manipulation debate: What’s your focus -- mutual benefit (win-win) or your own benefit at the expense of others (win-lose)? Transparency or alterior motives?

If we think “win-win” when applying persuasion-through-reciprocation, I believe we’re on the right track.

What’s your take?

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Related Posts

The Give-to-Get Method of Persuasion

Avoid Pain or Gain Pleasure – Which is the Stronger Motivator?

Pricing Psychology 

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About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (Wiley, 2003). Follow Sean on Twitter.

© Sean M. Lyden, 2012, All Rights Reserved

 

The Give-to-Get Method of Persuasion

In his book Influence: The Psychology of Persuasion (affiliate link), Robert Cialdini presents these six principles of persuasion:

• Reciprocity
• Commitment and consistency
• Social Proof
• Liking
• Authority
• Scarcity

My next series of posts at Lyden’s Lab will unpack each of these principles and explore how it applies to persuasive writing in marketing, advertising, public relations and sales.

What is reciprocity?

The idea behind this principle is that when someone gives us something of value for free, we feel a sense of obligation to “reciprocate,” to repay the favor in some fashion. It appeals to that psychological need in many of us to balance the scales. That may mean we allow the vendor time to pitch a product or even close the sale.

I call this the “Give-to-Get” method of persuasion.

For example …

A consultant offers a FREE initial consultation.

This reduces risk for the prospect because he or she expects to receive something of value (the consultant’s time) and be able to test whether the consultant is a fit – without the fear of losing money. If the prospect and consultant seem to be a good match, the prospect is more inclined to move forward with that consultant, not only on the merits of the consultant’s expertise but also, more subtly, out of obligation to the consultant’s investment in the relationship.

Other examples …

A software company offers a FREE white paper in exchange for prospects’ contact information, profile and permission to market to them.

A media company offers FREE access to certain articles – to demonstrate value while motivating users to pay for premium content.

A sales rep brings breakfast and coffee to a prospect’s business – and may not be expecting a formal meeting – but the decision-maker often feels obligated to at least “hear what you have to offer.”

A writer offers a prospective agency client a few hours of her time “at no charge” to give the agency a "no-risk" taste of her writing skills; if the agency principals are pleased with her work, the odds are strong that they feel obligated to present the next “paid” opportunity to that writer.

How does reciprocity apply to print and online copywriting?

The key is to develop a compelling FREE offer. Here are two questions to help guide you through the process:

What is something of value that you are willing to offer for free?

What do you ultimately expect to achieve with that giveaway?

• Attract blog or e-newsletter subscribers
• Build database of prospects who give your company permission-to-market to them
• Schedule a demo
• What else?

When is reciprocity most effective in the sales process?

In my post, Where Does Your Copy Fit in the Sales Process?, I describe in detail the various stages of the Law of the Harvest and Trust Continuum. Take a look at this graphic.

While you can leverage reciprocation at any of the four stages, it’s in Stage 1 where reciprocation will make the biggest impact. With new prospects, the trust-level with your company, product or offering is at its lowest point. But the appeal to reciprocation can create an environment where prospects can test your product/ service, which will likely increase their level of trust in you – and make them more inclined to continue down the sales cycle with you.

But wait …isn't reciprocation really a form of manipulation? Where do you draw the line?

I’ll address this issue in my next post.

 

About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (Wiley, 2003). Follow Sean on Twitter.

© Sean M. Lyden, 2012, All Rights Reserved

 

Want Your Copy to Sell More? Remove These 7 Barriers to Buying

Not generating the response you expect (and need) from your sales copy? If so, something is still holding your audience back. Our job as copywriters is to identify that obstacle and clear it out of the way for readers so they'll be open to our message -- and, thus, more amenable to buy. 

What are common obstacles for buyers?

1. I don't "get it."

2. I don't see how this matters to me.

3. I don't need it.

4. I can't afford it.

5. I don't want to make a mistake.

6. I don't trust you/ company/ product.

7. I'm not sold that your company can deliver.

Which barriers hold your audience back? 

Write copy that addresses those concerns, removes the barriers, and motivates your audience to buy.

About the Author: Sean M. Lyden is a nationally recognized feature writer and columnist on sales, marketing, automotive and technology topics. As a ghostwriter and copywriter, Sean has served clients such as General Motors, SunTrust Service Corporation, Morgan Stanley, Embedded Linux Consortium and Shaw Industries. He’s also co-author of the book How to Succeed and Make Money on Your First Rental House (Wiley, 2003). Follow Sean on Twitter.

© Sean M. Lyden, 2012, All Rights Reserved