The law of reciprocity, or as I call it, “Making a pact with the devil himself.” A little over the top? Maybe, but let me tell you, there are times when it’s darn near close to that. The horror stories go on forever. In this rather unusual article, even for me, I am going to take you on a journey through the land of reciprocity. The names have been changed to product the innocent and the guilty. You may or may not recognize this story.

John Doe has a great new product. He wants the whole world to help him promote it. So he contacts some of the biggest names around. Well, one of the names he contacts is Charles Mud. Now, the reason Charles Mud is called Mud is because that’s what his name is in the IM community. Everybody keeps away from Charles Mud. But John, being a new guy, doesn’t know this. Well anyway, he contacts Charles Mud to promote his product and he says yes.

The launch goes very well and now John Doe has lots of sales, thanks to his many JV partners, including Charles Mud. Well, actually, Charles didn’t sell that many of John Doe’s products, but he did try. And now, John Doe is beholden to him. So, when Charles Mud contacts John Doe to promote HIS new product, John Doe has no choice but to say sure. After all, Charles Mud DID promote his product.

What John Doe doesn’t realize, now that he has a list of over 2,000 people, is that promoting a Charles Mud’s product to this list is paramount to committing marketing suicide. Well, he does promote the product and the list he worked so hard to build starts to unsubscribe in droves. Not only that, but John Doe is now forever associated with Charles Mud. He reputation is seriously trashed.

Oh yes, the law of reciprocity can really bite you on the backside. So do yourself a favor. Choose the people you want to promote your product very carefully or you just might end up like John Doe.

To YOUR Success,
Steven Wagenheim

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