How to Coach Yourself and Others How to Influence, Persuade and Motivate | Page 151

2. The Law of reciprocity
If you give something to people, they
feel compelled to return the favour.
People feel obliged to return a favour
when somebody does something for
them first. They feel bad if they don't
reciprocate. "You scratch my back and
I'll scratch yours".
After someone has turned down a
large request, they are very likely to
agree to a smaller request. This is why
shop staff are trained to show the most
expensive item first. A salesman who suggested a 3 year warranty costing
£100 found that most customers refused but were then happy to buy 1
year warranty costing £30.
Reciprocity – People tend to return a favor, thus all those annoying
address labels charities send out as a fundraising ploy.
In a way, this is a version of the Golden Rule. Do unto others as
they’ve done unto us. SO… we have to remember to give something
to our prospects and donors if we want them to reciprocate.
3. The law of authority
We are more likely to comply with someone who is (or resembles) an
authority. In other words, people prefer to take advice from “experts".
There is a deep seated duty to authority within us learned from parents,
school, religious authorities etc.
Authority – People will tend to obey authority figures. Just check out
the well-dressed man in a suit jay-walking in the below video.
Everyone on the street corner follows. When he wears a sweatshirt,
no one follows. That’s the principle of authority at work.
If we have an expert or celebrity endorse us, or sign our fundraising letter,
often it lifts response. In fact, thanks to the information now readily
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