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Law of Reciprocity

So what is this "Law of Reciprocity", and why does it work? Let me briefly explain this concept. According to Robert B. Cialdini, author of The Psychology of Persuasion (William Morrow, 1993), the Rule of Reciprocation states:

"One of the most potent of the weapons of influence around us is the rule for reciprocation. The rule says we should try to repay, in kind, what another person has provided us."

To be specific to the needs of the real estate professional, by offering something of value to your referral base (the valuable free information included in the insert/document), you will create a situation where they will feel an inherent obligation to reciprocate with something of value - specifically to bring you high quality leads! The combination of powerful marketing letters along with the valuable informational content is a proven marketing approach which will generate new clients!

The Bottom Line -- Incorporation of the Law of Reciprocity into your marketing program will convert your referral member base into your own personal and powerful sales force!

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