Why do so many businesses give away advice, in the form of booklets, newsletters and articles on the internet?
You already know that these give-aways are influential because, as well as carrying their sponsor’s brand (familiarity breeds likeableness), they establish the company’s credibility too. But there is another powerful influencing technique they are using: the “I’ve-scratched-your-back-now-you-scratch-mine” principle. It works for chimpanzees and it works for people too.
This chapter is about the give and take of sharing benefits. In the first section, reciprocation, you will see why this give and take is so powerful and how to use it ...
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