In his book Influence, Cialdini writes that reciprocity is one of the most powerful forms of persuasion.
He explains that when someone helps us selflessly or goes out of their way to support us, we naturally feel compelled to repay the favor many times over. Otherwise, we tend to feel guilty for accepting help without giving anything in return.
The same applies in business. When you act generously by offering great value or support, your customers will often return the favor.
If your generosity is genuine and reflected in your product, you don’t have to worry about your bottom line.
