Law Of Reciprocity — What is it? And how can you apply it to your online video marketing efforts?
Inside today’s video, which is the first of the series on Persuasion Strategies, I delve into the what, why, how, when and where of the law of reciprocity, specifically for online videos. I also discuss the different ways I use this strategy on my own video blogging business and the amazing results I’ve had.
And yeah, I invoke the law of reciprocity here — Go ahead and watch this powerful content… and in response, please leave your comments below. What are your thoughts about reciprocity as a persuasion strategy for your online video marketing and video blogging? Can you think of other ways you can use it on?
Resource I’ve mentioned in this video:
Transcript Of Today’s Video
Welcome, it’s Gideon Shalwick!
Inside today’s video, I’ll share with you the first video or lesson in this series on how to get people to do stuff for you using video in particular. I’m going to use my handy little iPad here with nice little notes on it. I’m going to share with you on the screen how all this stuff works.
Today’s one is all about reciprocity, specifically reciprocity in video. How you can use that to get people to do stuff for you. There are a number of different things I’d like to cover inside today’s video.
First, I want to talk about:
- WHAT: What is it
- WHY: Why use it
- HOW: How it actually works
- WHEN: When to use it
- WHO: Who to use it on, who to use it with and who it works best with
- WHERE: Where to use it
By the end of this little video, you’ll have a pretty good idea of how all these things work together. And how you can use reciprocity to great effect to help you grow your business in ways you’ve never seen before. This is one of the biggest strategies I’ve used in my business to help grow it to amazing levels.
1. What is it?
I’ve got a little graphic here. I’ll start this out with an example. This is an example that Robert Cialdini talks about in his book, Influence, about this religious group who wanted to get some donations at this airport.
What they would do is they would run up to people and just give them a set of flowers and ask nothing in return immediately. They would just strike up a conversation and throughout the conversation, sort of towards the end, they go ahead, “By the way, do you want to donate to our cause?”
Basically, nine times out of ten or a very high percentage of people would then feel obliged to give something back because they just received these flowers. Also, sometimes they’d give a book to these people to invoke what’s called the Law Of Reciprocity.
This is a really powerful thing. It might have happened to you as well. In fact, it happened to me when I went to visit Hollywood a wee while ago. I was on there and just as I got onto the Hollywood escalators, this guy came up to me and said, “Hey man, (I can’t really Americanize) here’s a CD!” He was a musician. “It’s yours, man. It’s a gift!”
“Thanks, Dude. Really good!” So I walked. Some five steps further he runs back to me. “Hey, by the way man, do you want to buy some more of my stuff? Or do you want to donate to my music video?”
I immediately knew what was happening so I had to give it back. Otherwise, I would have actually have to give him money because of this Law Of Reciprocity that was invoked.
In this case, this would be the religious folk giving people flowers. And then this poor guy here would have to reciprocate often with something bigger than the value of the gift that has been given. This is just incredible stuff.
This is what it is in terms of reciprocity. It’s called the Law of Reciprocity and it is very powerful when you invoke it.
2. Why does this work?
There are lots of theories on why this works. One of them is that it is something that’s been built into us through the evolutionary process where in the past if you were given something by someone else and you didn’t reciprocate, you would be seen as a bad person; you wouldn’t fit into the community.
Even to this day, if you get given a gift by someone that you didn’t expect or didn’t deserve or whatever, you sometimes feel quite obliged, unless it’s your birthday or whatever. But you just feel obliged to do something back. And when you don’t do something back, you feel kind of awkward on the inside and it just seems like an inbuilt sort of function within us, within our cycle.
Unfortunately, a lot of people take advantage of this. There are two sides of the coin here. Some people take advantage of it and that’s why you’ve got to be aware of this so that you can block it in the case where you don’t want to be persuaded.
On other cases, obviously, you want to be persuaded and you want to go along with it. But also when you use it, use it in a way where you know that the other party is going to be benefiting from using this Law of Reciprocity.
There’s a little bit more on why it works. If you really want to know the in-depth detail of this, go and read Influence book by Robert Cialdini, a link to it below this video, in the description area.
Just go and check it; just get the book, if you haven’t got it yet. It’s like 20 bucks. It’s totally worth it.
3. How to use it
The next thing I want to talk about is how to use it in video specifically. It’s okay thinking about it in general sense but how do I use it? How do I recommend you use it in video?
There are three main areas I think you can use it with. You can probably come up with a few more. The first one is Video Blogging.
I use it on Video Blogging. I create videos like the one you’re watching right now as a way to build relationship, obviously. But also to create a slight bit of imbalance. If I keep on giving great content on my video blog, eventually someone would reciprocate by leaving a comment on my blog, for example. Or buying one of my products when I have a promotion. Or visiting a specific website when I ask them too.
So through this Video Blogging process, I’m creating and invoking this Law of Reciprocity to my target audience. This only works for my target audience, by the way. There’s no point doing this on an audience that is not interested in your products and services. I think that is not a good thing to do. Only use this on your target audience. So that’s one area.
The second one is where I would give something away in return for either payment, in terms of contact details or money. Often that would be in the form of a video course. How easy will it be for you to create a quick video course, give it away for free and in return, get their contact details.
Super easy! I’ve done this many many times before. In fact I think it’s even easier to create a video resource and give that away for free than it is to create a written document like a book or report; a video, you can do really really quickly.
The final area where I use it in a big way is the whole commenting area. You’ll see how it works a little bit more. You’ve probably seen me do this quite often where I provide a ton of valuable videos and towards the end, I would ask people to leave a comment because I’ve given them great content and I expect something back from them.
So it’s okay to ask for something once you’ve given. I think a general principle in life as well is give before you ask. It makes a lot of common sense here. Give before you ask because when you give first you invoke this Law of Reciprocity that makes other people more willing to work with you and to give you something back. That’s really really powerful.
You probably can come up with other ways on how you can use it using video specifically in the business. If you like, leave some comments. Why don’t you? I’ve given you some great free stuff. I’ve invoked the Law of Reciprocity on you now so that you have to go and leave some comments.
4. When to use this
There are a couple of places that I use it.
The first one is in-video. This is actually inside my video where I specifically try to invoke this Law of Reciprocity. As you can see here, if this represents the time of the little video clip, this is the duration of the video clip. And this bit here is the main content of the video. The other bit here is what I can call CTA. I like to call them psychologically infused CTAs (Calls to Action) or in short, psycho-CTAs.
I like to label that for this one now, psycho-CTAs. It’s right here, the psycho-CTAs, where I invoke the Law of Reciprocity. I say something like, “Hey, thanks for watching. I’m giving you some great content. Why don’t you leave a comment? Why don’t you go and visit my site?”
I use it only towards the end once I’ve given. So I give first then ask. It doesn’t work when you do this in front. You can’t ask people to subscribe right at the beginning of your video. It’s better to leave that towards the end.
There’s another strategy I use for getting people to watch all my videos. But another part of your job is to get people to watch your whole video so that they get into the end so that you can have this nice call to action. More on that later.
The other area where I use this is in my Squeeze pages where I want to build a list, build some sort of following. Often I have a little video that explains what it’s all about. But then a little optin form there that asks people for their contact details. Once they’ve given me their contact details, they get access to the free stuff, like a little video course or free report, or whatever.
Video works really really effectively because it has this perceived value to it, intrinsic to it. So when you give a video away for free, it has this perceived intrinsic value to it.
There’s probably a ton of other places there that you can think about when you use it in the process. But where else? When else do you think you can use it? Go ahead, leave a comment.
Okay, moving on to the last bit. I’m not sure. I can’t remember if it’s the last one. Oh, second last one.
5. Who is supposed to be using the Law of Reciprocity?
Okay, so let’s have a look at this. Obviously, there’s you. This is you here. And then you’ve got these other groups of people that you use it on. Obviously you can use this with your customers and leads; in helping you get more leads and helping you get more customers.
Think about how you can give your customers more for free, without expecting anything back but invoking the Law of Reciprocity so that they’ll be more likely be amenable to your request in the future. What can you do to help build up that relationship? To strengthen it? And to put people in a position where they want to do business with you?
What can you give them? What can you just keep on giving and giving and giving to create this bank account of potential to flow back to you once you’re ready to ask for it? Think about that for a minute?
The other area of course are things like Joint Venture partners (JVs) or Investors or other similar groups, other people who could help you grow your business. What can you give them first before you ask them for help?
I often get people emailing me saying, “Hey, can you promote for me? I’ve got this really cool product.” 99.9% of the cases, I say no because they haven’t given anything of value to me. There is no Law of Reciprocity there.
So think about it. If you want to get someone to promote for you, what can you for them first? How can you invoke the Law of Reciprocity with those potential joint venture partners? Super important!
Now who else would it be useful to use this on? This about it. If you’ve got some ideas, leave your comment below this video.
6. Where to use it?
Finally, where to use this in terms of your business funnel? I think you can use it throughout your business funnel. To me, it’s all about increasing the conversion rates. When you invoke the Law of Reciprocity, you inevitably will increase your conversion rates.
What I mean by conversion rates is this: In my business I have two levels of free. I have the first level (Free 1). This is where I have my YouTube videos, my blog content – all these stuff where people can consume my content for free without paying anything with money or their contact details. They can just watch it on my website, on YouTube. Interviews, all sorts of stuff, anything that is out there without requiring people’s optin details. That’s the first level of free. That’s the relationship building thing.
The next one in increasing these conversion rates, the second level (Free 2), this is where I require people to give me something like their contact details. For this I would often give away a very well-crafted free resource like for example, my 92-page Rapid Video Blogging Report. It’s chock-full of really valuable, useful content that people can action immediately.
That’s something I give away to help increase conversion rates. It invokes the Law of Reciprocity. I give something to them and in return they give me something back. Initially, they give me their email. You may have done it already. If you haven’t yet, go to http://www.RapidVideoBlogging.com/ and check it out for yourself.
I get something back from people, their contact details. But if I create a really valuable resource, it helps me increase this next level’s role which is where I start making money, where I start selling my products and have all kinds of different offers.
It’s all about conversion rates. Think about it. For each of these conversion stages here, think about how you can use the Law of Reciprocity to increase those conversion rates. Subtle stuff, but really really powerful!
That, my dear friends, sums up everything that I wanted to talk about for this particular topic, the Law of Reciprocity in videos. I talked about what it is, why you should use it, how it works, when you should use it, who to use it with and for and also where.
Now what I’d love for you to do since I’ve given you some great content here, I don’t get paid directly for creating this content so I’d love for you to leave a comment below this video.
Also, if you’ve enjoyed watching this video, I’d love for you to share it with as many of your friends that you think this might be useful for. Don’t just share it with anybody. Just share it with those people that you think this content would be useful for. I would really love for this information to get out there and to help as many people as possible.
Inside the next video, I’m going to go to the next weapon or trigger of influence that Robert Cialdini talks about as it applies to video marketing. So stay put. There’s a ton of really cool stuff coming up.
I hope you enjoyed this video. I look forward to seeing you inside the next video. Talk soon!