One of the laws Social Psychologists talk about which is highly pertinent to Marketers is the 'Law of Reciprocity.' This law is the basis of Seth Godin's 'Permission-Based Marketing' and the concept of Lead nurturing. The idea being that if you offer up content that is both valuable and relevant then the recipient will be happy to exchange information in return.
Whilst we like to offer up some of our thinking and practices for free, the other content requires an exchange. We don't ask much, normally an email address will suffice.
