Principles of persuasion for climate tech: Part 1
Is humor a gift? We say yes.
Hello friends,
Welcome to Part 1 of a 7-part series on the Principles of Persuasion.
We’ll be breaking down each principle and sharing actionable tips on how to use each one in your climate tech marketing so you can get better results for your efforts.
First up: reciprocity.
It’s all about the give and the take
The rule of reciprocity, or simply put, the obligation to ‘pay’ back what you are given, is ingrained into society. Nobody likes a freeloader, right?
Dr. Robert Cialdini (sociologists and anthropologists, too) tells us that a sense of future obligation is critical to producing social advances. In human evolution, it was the development of this sense that allowed for a person to give something (food, energy, care) to another with the confidence that it would return to them in the future. In other words, that food, energy, or care wouldn’t be lost.
As such, the rule of reciprocity is internalized through socialization (which most of us have been through, to varying degrees 😉). And when a person violates the rule? Well, others tend to not like that person very much. The fear of this consequence, in combination with the internal shame that comes with failing to comply with a universally accepted norm, compels us to abide.
This makes the rule extremely powerful.
It works…
… even with people we don’t like
… even when the first ‘favor’ was uninvited
… even when the exchange is unequal
Take this example from Influence, a book that belongs on every marketer’s shelf:
“Researchers working with charity fundraisers in the UK approached investment bankers as they came to work and asked for a large charitable foundation — a full day’s salary, amounting to over a thousand dollars in some cases. Remarkably, if the request was preceded by a gift of a small packet of sweets, contributions more than doubled.”
Eh, compelling right?
So how can climate tech marketers use the principle of reciprocity to their advantage?
Let’s get the obvious out of the way. You wouldn’t be here if you didn’t understand the value of ‘free’ downloads in the form of original research, helpful technical guides, or in-depth data shaped by a meaningful narrative arc.
Providing high-quality information for free (your ‘give’ or ‘favor’) establishes goodwill with readers. And what do they give you in return? One of the most valuable things you could ask for — their trust.
But let’s get on to the not-so-common strategies, shall we?
Is humor a gift? We say yes
Your initial ‘give’ can be as simple as humor. When we give others a laugh, or make them feel as if they’re a part of something, it makes them feel good. Makes ‘em like you, even. (More on that in Part 5.)
And what do you get in return, you ask? Well, it’s simple — you get their attention.
I don’t need to tell you that trust and attention are precursors to gaining and retaining customers.
Consider sprinkling a bit of fun into your homepage copy and other brand touchpoints. While you may not be able to measure the results, we believe humor and lightheartedness are highly underused in climate tech. And doling it out to your readers will give you positive outcomes.
There’s untapped power in your demos and sales conversations
Another example: You’re presenting a demo to a prospective customer. You’re giving away oodles of valuable information that will likely prove helpful to them beyond the specific case of them using your product.
When offered thanks, you have two options. You can either minimize the value you’ve provided — “Of course.” “Happy to share.” “This is how we run these calls!”
Or, you can acknowledge the value you’ve given them: “Your carbon accounting matters for every human on this planet. Our priority in this call is for you to walk away with information that will help you do your accounting and reporting more effectively — whether you sign on with us or not.”
In the first case, you disengage the influence of the rule of reciprocity. In the second, you retain it. (And rightfully so, because by providing valuable information at no cost, you’ve earned it.)
See the difference?
Power increases with personalization
Another factor to consider is that the power of reciprocity increases when the initial gift or favor is personalized to the receiver.
Let’s carry on with the example of your product demo. While a scripted (or perhaps even pre-recorded) presentation may be the scalable approach we can’t help but strive for, it is by no means the most effective. For those of you in the thick of customer acquisition, we urge you to do some digging and hyper-tailor your presentation to the specific needs of your prospect.
How? Get their pain points before you schedule your call. Make it a required input on your site’s contact form, or ask about the specific problems they want to solve in your reply email after first contact.
If you choose the latter route, make it clear you’ve done some upfront snooping. Comment on a nuance of their business. For example, companies in the food and beverage supply chain may need guidance in doing their due diligence as outlined by the EU’s deforestation regulation. Ask prospects to share specific concerns ahead of your meeting.
When you go out of your way to provide, people notice, and they feel compelled to mirror the effort — whether that’s buying or some other favor in kind. You can see this in action in the form of, for one example, glowing testimonials on a top-of-her-field service provider’s website.
A secondary impact of the rule of reciprocity
People feel a sense of obligation to make a concession to someone who has made a concession to them — or simply put, a person is more likely to say yes to a smaller ask after having said no to a bigger ask.
Here’s an example of how you can use this psychological truth to your future advantage:
Someone who’s made progress through your sales cycle but ultimately says “no” will likely be willing to fill out a short survey as to why they said no, where else they might look for a solution to their problem, and whether they are willing to re-open the conversation in 3–6 months time.
The answers to these questions are invaluable to your market research; the insight you gain will help you more effectively resonate with prospects moving forward.
Another sweet side effect: After participating in a reciprocal exchange of concessions, people feel more responsible for and more satisfied with the outcome. This means that should your prospect circle back in 3–6 months time and decide to commit, they’re more likely to feel happy with your product.
Wrapping up…
The rule of reciprocity is hardwired into the human psyche. We accept that when a favor is given, it should be returned — it’s a basic norm. Society evolved around it, and as such, it’s powerful.
A ‘gift’ can be as simple as infusing someone’s day with a bit of playfulness. While winning someone’s hard-earned money may be the ultimate business win, trust and attention are valuable in their own right. And they’re foundational to earning the former.
Your product demos and sales conversations are ideal opportunities to experiment with this lever of influence (but the rule of reciprocity’s impact will only be felt if you do indeed go above and beyond).
So go forth and experiment, marketers!