The last two issues we've dug into tactical choices on the writing side of the craft - words and which ones to use.

This week for issue #69, we're turning things over and looking at reciprocity.

It's time to take a long hard look at some solid business advice

Reciprocity is a powerful tool.

You might think you already know what I’m going to say.

But I’m NOT covering the first principle in Cialdini's famous book Influence.

I'm not talking the same mindgames and marketing manipulations that he does.

Cialdini refers, if I remember rightly, to small gifts like the mints that restaurants provide which increase tips substantially, or the weird monks who give roses and then ask for donations.

His principle of reciprocity is essentially if you give people something before asking for a favour, you're more likely to get it.

It's a valid use of the concept and maybe we'll overlap...

...but I want to step back and look more broadly at the three types of reciprocity.

Type one reciprocity is probably the one you're thinking of.

An equal exchange, where you both…

Like when I promoted Kieran Drews great "The Business of Writing" free course, and in exchange he sent a note about my list to his and gave me thirty or so new subscribers here and in the cabin.

There are many examples in the writing business.

List-swaps, where you reach out to another creator in your niche and offer to talk about them to your list, in exchange for them mentioning you to theirs.

(If you you have a decent sized audience and want to cross-promote, reply and let me know. I only promote people who I whole-heartedly can endorse though.)

Affiliate deals, where you promote a product to your audience in exchange for a cut of the proceeds.

(I have an affiliate program too. But it's only open to customers of my products, because I only want you sharing them if you've benefited from taking the course yourself.)

Ads, where you pay someone cash upfront in exchange for them promoting you to their list.

(Nothing to parenthesise here. I'll be experimenting with these sometime soon.)

Referral programs, where you offer rewards for people who bring in new subscribers for your newsletter or email list.

(Just like the one at the bottom of this email, where you can win various trainings and courses for referring people to the Write Way.)

And so on and so forth.

Type one reciprocity is everywhere.

I, fact, think about it for a moment and you'll realise that every sales transaction is a form of type one reciprocity.

When you give me $121 for a copy of Speed Daemon Secrets, you receive my hard-won tactics to increase your writing speed and write more. Give and ye shall receive. Type one reciprocity is a straightforward tit-for-tat transaction where you give to get. Type two is not. Type two reciprocity is when you give...

Type two reciprocity is a little more risky, but can be a lot more powerful.

Why?

Because there might be nothing on the other side. Or there might be everything.

If my list-swap with Kieran was an example of Type One reciprocity, the Craftsman Writer Starter Pack offer I made his subscribers was Type Two.

They had to give me nearly nothing to get it (just an email address).

But I can now make them Type One offers until they unsubscribe or buy everything I sell, I have a host of new contacts that might turn into customers, clients, or friends. In fact, I already did offer them some upsells after they signed up and thanks to those who took me up on it.

Another sale of Effective Editing just came in from a subscriber who joined my list via a Type Two reciprocity promo I ran earlier this year.

And this kind of reciprocity has borne plentiful fruit for my life and business on the whole.

Last year I invited a visiting publisher to dinner, which led to a yearlong contract to create audio content and thousands and thousands of dollars in extra cash, plus better connections, status etc.

Did I know inviting him for dinner was opening the door to something? Yes. Had I any idea what was behind the door?

Nope!

Examples of type two reciprocity would be Free Newsletters, and other high-value content like this here Write Way.

I'm writing this issue to give you a new strategic approach.

Will I get anything out of it? Maybe. Maybe not.

Another example would be Giveaways in exchange for an email address, or sending a prospective client some free samples or a key insight.

But we lack the space to dig deeper there because we still need to cover the most powerful and costly reciprocity. Type three reciprocity is when you just give.

You're taking a guaranteed cost and likely gaining nothing.

Which might make you think "Huh? What kinda hippy business strategy is this?"

Well, it's not. I'm not about to tell you that some kinda karma will come back at ya if you give and expect nothing. I'm no fan of "moving the free line" or building a business around giving things away.

But what I want to encourage you to do is to be more generous.

Not just in business or in your writing, but in life. Just about every “lucky break” I’ve had in my career came because I gave out without expecting a return.

Some time ago I got in the habit of bringing coffee to a semi-retired theologian in our church, because he often gets trapped talking to his fans. It was just a small thing that sprung out of seeing a need and meeting it. But lately he offered to write a book with me, which if we can get it off the ground would be huge for that side of my career.

Likewise, I gave feedback on a fellow writer's book in April. Earlier this week she asked to feature me as an endorsement on the back, and included a bunch of my hymns as suggestions.

But I believe that all this is less about Karma and more about character.

Giving without thought of return helps you to be more generous, and people love generosity. You can build a lot of goodwill by just helping people whether they can help you or not.

So give to charity, donate your books to libraries and schools, befriend the lonely person at church, answer questions from subscribers, and send pipe tobacco to me at...

...just kidding about that last one. I don't have a public mailing address that accepts packages.

But give more, and you'll get more. Almost guaranteed.

The key of course is to do none of it as a manipulative marketing tactic - but out of a genuine spirit of generosity.

Which is sadly all we have time for.

Until next time may your pipe be generously filled and your writing filled with generosity.

Yours,

James Carran, Craftsman Writer

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