What Makes an Effective Gift?

In speeches and workshops, I discuss the principle of Reciprocity, which shows that people feel obligated to give back to those who have given to them. The best way to invoke this principle? Be the first one to give.

Read this story from the blog Marketing Genius from Maple Creative. It's a perfect example of the power of eciprocity and why we call it the "big bang" of influence and persuasion.

I think that what makes this "gift" so influential is that it meets the three criteria for an effective gift:

1. Significant ("and not just any old Milwaukee's Best. No, the good stuff!")
   
   
2. Personalized ("A few of us on the board thought that you and your Maple folks might have an interest in beer."
   
   
3. Unexpected ("The day before the three-day, Memorial Day weekend. Envision the Maple Creative office suite. Enter Marc Weintraub ... with a push cart and cargo in tow!")

For those in marketing, think about the gifts you offer to clients and potential clients (you know, the pens, the sunglass holders, the sticky pads that everyone throws out...). Are they personalized? Significant? Unexpected? If not, you may just be wasting your money on items that don't carry much value for the people you are attempting to influence.