I couldn’t wait any longer before sharing this info with you. Seriously, I’m not even finished with this book yet but I HAD to fill you in on its importance.
If I was REALLY a genius marketer, I’d keep this to myself… but I’m not.
I just like building and buying businesses and If you want to as well, this will help.
3 reasons I’m sharing this with you
Understanding even these few concepts will make you less susceptible to the marketing tactics that are being used around you
Good people should know how to use these the right way. They can be incredibly useful to implement them as part of a business you (a good person) are building or buying.
Transparency is key. I’m not trying to hide anything or trick anyone. I’m genuinely trying to educate and build a community of W2preneurs who want to change their financial trajectory.
Now for the juice—
The first principle of the book talks about the power of reciprocation.
The general idea here is that when someone does something for you, there’s an unwritten human code that makes you FEEL like you owe that person and need to balance the universe by returning the favor or buying whatever they’re selling.
It’s powerful.
Take for example the Hare Krishna organization. They discovered this tactic and it MASSIVELY increased annual revenue through donations.
They’d position themselves in busy areas like airports and train stations and as unsuspecting passerby’s approached they’d provide them with a free flower.
A gift from them to the passerby.
Immediately following they’d say something along the lines of “if you wish to donate to our organization, we’d greatly appreciate it. No obligation.”
Of course the passerby’s felt obligated. Things were out of balance.
This was also seen in a crazy situation during World War 1.
Listen to this one—> A German soldier was sent into enemy lines to capture other soldiers and interrogate them. In one instance the German soldier went into enemy lines and found a solo soldier unarmed and caught off guard.
The unarmed soldier was only eating a piece of bread. In a last second reaction, the soldier holding the bread reached out and offered it to the German soldier. The German then turned around and went back, sparring the life of the other soldier.
Reciprocation is not to be used lightly. But it is VERY powerful.
Ways that this can help you in your business:
Offering free services of some kind that might be minimal, but create a reciprocity ripple effect.
Create free trainings of how you do something and just give it away.
Remember details of conversations of someone; Their kids names, their favorite sports team, a book they really like, etc. and bring it up in another conversation. People want to feel important. When you make them feel important, YOU will also become important to THEM.
I’m putting together an entirely new cold calling strategy for storage facilities based on this principle and the next one. I have NO idea if it’ll work yet, so I’ll report back as I have some results.
Principle TWO— Consistency. Basically, people want to be seen as consistent with what they have said they are.
When something is stated, publicly or even just written down, there’s a connection between the person writing it and the meaning of what is written.
This is used in the foot the door theory and a handful of other ways where one small act is taken and that allows for another larger act to happen after the fact. This is because people will want to remain consistent with their previous behaviors.
FOR EXAMPLE: 👇
A study was conducted where an organization went door to door asking if homeowners would display a 3” Drive Safely sticker in their window.
A few weeks later they were asked if they’d be willing to house a large Drive Safely billboard in their lawn. The homes that agreed to the small one had a high percentage of agreeing to the big one than those that were FIRST asked about the big one.
This was also seen in POW camps during the Korean War where the Chinese would have the American captives write down anti American statements.
The POWs would be asked to read them in public, sign them, share them with other POWs, and many other ways in the attempt to get the POWs to AGREE with the communist perspectives.
Well, it worked. The soldiers were studied after being freed and these tactics were shared.
When people put things down in writing and then SHARE them with others, they feel committed to the ideas. Unwavering. Non negotiation.
How to use this for good?
This is the success of any kind of accountability group. Fitness or weight loss programs use this ALL the time to help people reach their desired results.
You can even use this personally to accomplish the goals you have.
It sounds wild, but writing your goals down, saying them aloud and telling other people are ways that you can MAKE SURE you get after them.
Use it in your business 👇
Onboarding survey. When clients sign up for your service you can have them go through a quick survey to share who they are, what their goals are and any other info necessary. Just by doing that, clients will feel more committed
Product reviews and testimonials. After customers purchased have them fill out a testimonial and publicly display their affection for the product.
Loyalty program. Once customers start earning points, you’ve got them locked in to wanting to earn more points and never lose their current points.
SO many more examples.
Like I said I’m working on an interesting take with these principles right now with buying storage, that I’ll share more about later.
If you want a super secret preliminary breakdown, email me and I’ll send you the deets.
Seriously this stuff is wild. Very eye opening to say the least.
Have you read this book? If so, in what ways have you integrated some of these principles?
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