🧑‍🔬 How To Create Customer Loyalty

Brand: The New York Times

Psychology Concept: Reciprocity Bias

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🧪 The Reciprocity Bias

The Reciprocity Bias is the psychological tendency for people to feel obligated to give back when they receive something of value, whether it's a favor, service, or gift.

🤳 How The NYT Uses The Reciprocity Bias

Take another look at the transcript above. Do you notice a specific word used over and over again?

It’s actually used 32 times in the script.

Don’t see it?

Ok, I’ll tell you:

It’s the word “you.”

The word “you” is used 32 times!

Using "you" helps create a more personal and direct connection with the reader. It makes the copy feel like it's speaking directly to the individual, increasing engagement and persuasiveness

In fact, studies have shown that using second-person pronouns like "you" and "your" in advertising can lead to higher click-through rates.

For example:

A test comparing "Start your free trial" vs "Start my free trial" found that the version using "your" resulted in an astonishing 90% more clicks!

Using the word “you” can help boost the effectiveness of the Reciprocity Bias even more.

The Daily uses the Reciprocity Bias by framing their content as something valuable and freely given for years. By highlighting the long-term value they've already provided to you, they evoke a feeling of indebtedness, persuasiveness, and personal connection, ultimately encouraging listeners to reciprocate by subscribing.

🧠 How You Can Use The Reciprocity Bias

The key to the Reciprocity Bias is to give something valuable to your audience first, making them feel inclined to give back by purchasing your product or service. And of course, you can enhance it’s effect even more by using the word “you.”

Here’s how you (😉) can implement it in your ads:

• Offer Free Value First: Provide a free resource such as a downloadable guide, a free trial, or educational content. For example, free trials for SaaS, checklists or tutorials for info products, and an e-commerce brand can offer free samples or first-time discounts.

• Highlight the Value of What You’re Giving: Make sure your audience knows the value of what they’re receiving for free. For example, in your ad copy, mention how the free resource can help them save time, money, or avoid common mistakes.

• Create a Sense of Gratitude: After delivering the free value, remind your audience how much you’ve already helped them and invite them to take the next step by making a purchase or subscribing. This would usually come in the form an email after the customer receives their free trial/free download/free sample or first-time discount from the first bullet point.

• Use “You”: As mentioned, usinf the word “you” can subtly make your ad feel more personal and increase persuasiveness. Use it in your headlines and call to action.

By using reciprocity effectively, you make it more likely that your audience will feel compelled to return the favour by buying your product or service.