How to Do Reciprocity Right… So It Actually Persuades Instead of Fostering a Culture of Takers

“I am obligated to give back to you the form of behavior you first give to me.”
That’s how Dr. Robert Cialdini, the mastermind behind Influence (one of my fave biz books), defines the idea of reciprocity or reciprocation.
Reciprocity is one of Cialdini’s six principles of persuasion.
You’ve surely heard of it.
If not, click here to buy the book (and be sure to read it, too)
Reciprocity is the persuasion principle at play in most of our content marketing efforts and when we give out free trials. We’re banking on the idea that,

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