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The Most Effective Marketing Technique: Promote Others

Scott F. Geld

One of the most effective marketing techniques I have ever found is to forget about my own site and promote my competitors.

How can that possibly work? It works because of a law of human nature that is just as powerful (actually more powerful) than the law of gravity... the law of reciprocity.

Gravity is a pretty strong law. It takes a great deal of energy to escape it's power, but it can be done. We have achieved escape velocity and sent people into orbit and beyond. We even routinely fly people around the world and lift them to upper floors of a building with elevators. Gravity is a strong law, but it isn't as strong as the forces we have found to counter it.

However, the law of reciprocity is probably several hundred millions of times stronger than any force that we have yet found to try to counter it. Before I explain that, let me explain what the law of reciprocity is and why it is always more effective to promote your competitors than it even is to promote your own buisness... ESPECIALLY if your competitors are aware of this law.

This law works very often even if your competitors aren't aware of this law, but it works even better than if your competitor does know about it.

Invoking the law of gravity is as simple as jumping off something. You will fall unless you have super human powers and can jump faster than the escape velocity... or have artificial equipment assisting you in making such a jump. That is how easy it is to invoke the law of gravity.

It is just as easy to invoke the law of reciprocity. Just do something publicly to promote your biggest competitor. Then wait.

A significant percentage of the time, your competitor will have a feeling that they have to reciprocate. They will feel that they have to return your favor and generally will even want to out do your favor.

If you link to their blog in your blog roll, there is a decent chance you will see a link in their blog roll to your blog within a week or two.

If you post about them in a complimentary way on your blog, expect a similar response. Maybe they won't want it to look like a tit for tat, so instead you will see them posting favorably about your business on a forum or a social networking site. But a decent percentage of the time, you will have succeeded in getting your competitor to promote you.

In fact, they will often promote you more than you promote them. And you will feel the need to reciprocate. It starts a vicious cycle that I like to call "game on" that results in a lot of new business for both you and your competitor.

Sometimes, they don't. But guess what? You have more competitors. Just move on. Let's say only 10% of your competitors "get it" and reciprocate. My numbers are usually higher. I usually get around 20-40% of competitors to reciprocate. Now you can start calling these competitors your partners, because you aren't competiting to take each other's business... you are partnering to improve each other's business.

If your numbers are only 10% and you have 1000 competitors (both very conservative numbers), you can easily get 100 times the return on investment by using this technique.

The fact is that you can use this technique outside of whatever group you might have considered a competitor before. Instead of thinking about just your fellow horse training website owners, what if you thought about all website owners and extended this technique?

What if you extended it to all business owners?

Or everyone on the planet Earth?

Maybe all 7 billion people won't "get it" and reciprocate... or maybe you won't even be able to figure out what you can possibly to do help all 7 billion people, but you can find a couple hundred million people to help out.

That is why the law of reciprocity is hundreds of millions of times stronger than gravity. Gravity works 99.9999% of the time. The rest of the time, we send someone into orbit or beyond. That is nearly 100% powerful. But the law of reciprocity returns way MORE than 100% on average. It has the power to return 1,000,000,000% of the amount of energy put into it.

Even in very conservative practice part time, it often returns 1,000% or more.

Consider it. Give us a link in your blog roll and see what happens. Say something nice about one of our products and see what happens. Retweet us on twitter.com/MarketingBlastr and see what happens. We are one of your "competitors" who "gets it" and will become your "partner" as we try to out do your favor.