We all love getting stuff for free. If you’ve ever been given something that is useful to you unexpectedly from someone else, even a stranger, you most likely felt an element of gratitude. You’re grateful for that person’s actions. Research show that this also develops a feeling of respect and appreciation for the gift giver.

Building Your Email List

As an online business owner, you unquestionably must give away valuable content, or physical products, to build your email list. Your email list is your most valuable resource. The people who are on your list a your prospects and future customers.

You may be thinking that if you spend a lot of time and effort creating an amazing piece of content, why should you give it away? Why not sell it? The answer lies in how the human brain works when you receive a gift. If you’re new to email list building, you may be concerned that building a list of “freebie seekers” will lead to poor sales and profits. And that’s a valid concern.

But our brains are hardwired to respond in a favorable way. Unconsciously, without even knowing it, your brain will begin looking for options to repay that person. This is known as the Law of Reciprocity.

When you receive something of value, either virtual or physical, without having to pay for it in some way, you automatically feel like you “owe” that person something.

Your Online Business and The Law of Reciprocity

You are beginning the relationship by giving away something for free, without asking for any money. Everyday your audience are bombarded with messages from businesses trying to sell them something that they don’t need. But when you provide value, they see you as one of the ‘good guys’. This is why people will be happy to join your email list in return for something they see as more valuable than their email address.

Always Provide Value

It’s up to you to make sure that the resource, e-book, checklist or physical product is extremely valuable and useful to your prospect. If you give away something that is rubbish, this will reflect poorly on your business.

Make sure it solves a big problem in your prospect’s life. You want them to come to know, like and trust you. If they see that you provide a high level of value for free, they will believe that you’ll provide even better value foe your paid products and services.