The Reciprocity Law

In today's newsletter, I want to pass you over an important basic law of social psychology: The Reciprocity Law.

Dec 4, 2023

5 min

It states that in many social situations, humans tend to repay what they receive from others. In other words, if someone is doing you a favor, you are likely to feel obligated to return the favor. An example of this is when we receive a gift, we feel the need to give something in return. This principle can and should also be adapted for your online business. How? Let's explore a few ways to leverage reciprocity in online business.


Providing your audience with high-quality and informative content, such as Twitter threads, blog posts, videos, or free guides, can trigger the principle of reciprocity pretty well. By offering valuable insights without any strings attached, you build trust and establish your business as a credible authority in your niche. You start building trust, and with that, you also grow the force of reciprocity.

Freebies and Giveaways

Who doesn't love a freebie? Offer free samples, trials, or limited access to your services. By letting potential customers experience the value you provide, you create a compelling reason for them to reciprocate by becoming paying customers. This happens because you give out the free value in shape or information or even a product, that helps your audience in solving something. By giving it away for free, you are building trust and showing reliability.

Exclusive Offers

One great way to show your appreciation for your loyal customers is by surprising them with exclusive discounts or special offers. This gesture not only strengthens their loyalty but also encourages them to make repeat purchases, as they feel valued and appreciated. By offering special deals to your loyal customers, you can establish a strong customer retention strategy that will help you retain your existing customers and attract new ones. This is probably one of the most underrated ways of customer retention, but it can have a significant impact on your business. So make use of this strategy and see how it can benefit your business in the long run!

Personal Engagement

Engaging with your customers on a personal level is crucial to building a strong and lasting relationship with them. One way to do this is by responding to their comments, questions, and concerns promptly and thoughtfully. By taking the time to provide individualized attention, you are showing your customers that you value their opinions and care about their experiences. This fosters a sense of connection and reciprocity, which can lead to increased loyalty and positive word-of-mouth recommendations. Additionally, this type of engagement can open up opportunities for valuable feedback and insights into your customers' needs and preferences, which can inform future business decisions and strategies. In short, investing in personal engagement with your customers is not only a way to build a stronger relationship with them, but also a way to gain valuable insights and improve your business overall.

Social Proof

Encourage satisfied customers to share their positive experiences through reviews and testimonials. When prospects see genuine feedback from others, they are more likely to trust and reciprocate by engaging with your business. By leveraging social proof, you can attract new customers, build a loyal customer base, and enhance your brand's reputation. So, start encouraging your satisfied customers to share their positive experiences today and watch your business grow!


As you can see, there are many ways you can use this law to boost your online business. Give people value for free, make their lives better, treat your existing customers well, engage daily with your audience, and collect social proof from your customers. 

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