How to Earn Long-Term Loyalty

Wow! I've just got to share the following e-mail with you. This appeared, unsolicited, in my e-mail in-box this past week.

I don't know how you feel about it, but my immediate reaction upon reading this e-mail was one of great appreciation and increased loyalty. With this one simple act I suddenly feel ingratiated to Bryan and Jeffrey (and I haven't even received the book yet!).

Take a look and make up your mind for youurself:
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From: Bryan & Jeffrey Eisenberg

To: Robin C. Johnston

Subject: We Want to Thank you Again


Dear Colleague,

Please keep your eyes peeled, the next Amazon box landing on your doorstep is a gift from us.

Thank you so much for your interest in our 2005 book, "Call To Action". The book exceeded our wildest expectations, due in no small part to the support of individuals just like you. It landed on the New York Times, Wall Street Journal and USA Today bestseller lists.

You may have already heard about our newly released book, "Waiting For Your Cat to Bark?". To show our deep appreciation for your support, we delightfully sent you a gift copy. No strings at all. Your book should arrive within the next two weeks.

Happy Reading,

Bryan & Jeffrey Eisenberg
Future Now, Inc.

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The feeling of loyalty created here is based on the principle of Reciprocity. To learn more about this, seek out and read the work of Dr. Robert Cialdini. Dr. Cialdini is an expert on the science of persuasion. He teaches that when we do something for or give something to another person, they will naturally want to reciprocate. We're programmed to want to repay in kind.

Can you use this approach in your business? Of course you can! And just think what it would do for your customers' loyalty.