𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐚𝐭𝐢𝐨𝐧 + 𝐑𝐞𝐜𝐢𝐩𝐫𝐨𝐜𝐢𝐭𝐲 = the highest form of persuasion.

Say my name,
Say my name.

“A person’s name is to him or her the sweetest and most important sound in any language.” —
Dale Carnegie

The quote from the book “How to Win Friends and Influence People” holds equally or more true even after 100 years.

We are obsessed with our names.
It’s the first thing that we hear and defines our identity.

Seeing our name in writing activates the brain’s “default mode network,” which is responsible for self-referential processing.
This means our brain automatically associates it with ourselves, and we are more likely to pay attention to it and remember it.

We also have a need to be appreciated and valued.

“Most of us find it highly disagreeable to be in a state of obligation. It weighs heavily on us and demands to be removed.” — Robert Cialdini

We have been giving gifts forever.
In ancient societies, there was a culture of presenting gifts before asking for anything from the leader.
The merchants used to travel to get presents for the King and to get his favor.

Reciprocity works on everyone and is one of the effective ways to build relationships.

Robert Cialdini included it as the first principle of persuasion in the best-selling book “Influence: The Psychology of Persuasion”.

Both personalization and reciprocity have been used in marketing to foster relationships.
It becomes more effective when they are combined, Like a personalized Gift.

Image Sourece : www.dayspringpens.com

Here are the 3 reasons why “Personalized Gifting” works so well :

1) High Intent :

It immediately differentiates the giver from all the other gifts that we receive.
It’s a lot more memorable and creates a differentiated positioning in our mind

The higher the intent the higher the reciprocity.

2) More Exclusive :

It’s scarce, it’s not for everyone.
Nobody wants to be on the mass marketing list.
We crave individual, personalized attention. It’s scarce and reserved for a few individuals.
Exclusivity works. We want to be part of the exclusive list.

3) Keep it Forever:

You can’t pass it on.
You can’t throw it.

Personalized gifts have high usage and retention. You have to keep it. You have to use it. It builds lasting associated memories with the recipient.

Remembering someone has done something for us makes us more receptive to their requests.

Want to make it more deadly?

Receiving a gift releases dopamine in the brain, a chemical reward associated with pleasure and reward.

Add Surprise!

We all love surprises, whether it’s a party or a gift.
The human brain freeze for about 1/25th of a second when it experiences a “surprise”.
There is an increased arousal and attention to the surprise. It works like a charm. The receiver remembers you for your gift and surprise.

We also remember it for a long time and love to talk about it.

Want to make it the deadliest?

Make it Instagrammable!

Social media has amplified our need to share. We want to share the things that excite or surprise us.
When we share it on social media, we are telling the world about it. It generates discussion, our friends get to know about it and it adds 1 more item to the memory lane.

“Memories are perhaps the best gifts of all.”– Gloria Gaither

Persuasion is driven by memorability. People are more likely to be convinced by something that they remember.

Create a gift that develops 3 distinctive memories: Personalized, Surprised, and Instagrammed.

You will have a separate corner in the heart of the individual.