Most people react positively when others do them a favor they never expected to receive.
This is the essence of reciprocity, a relationship concept that Yaro Starak, in this article at Entrepreneurs Journey, says you can easily use to your marketing advantage.
As with all things that help nurture long-term and fruitful relationships, your primary focus should be about helping people. Fortunately, it’s a two-way street and at some point, people you’ve helped in the past will readily return the favor.
It might appear as a lofty concept and it is, but Yaro managed to bring it down to the practical level — outlining the techniques (and pitfalls) on using reciprocity to generate traffic, get boatloads of leads, and make a lot of sales.