When you give value first, people feel obligated to return the favor. In business outreach, spend time showing how you can help someone before asking for anything. A direct pitch fails because it skips the emotional trigger that makes reciprocity work.
That is the law of human reciprocity. It is. If somebody knows that there's something that they could do for you and you do something that moves them, that you clearly spend a lot of time and energy on, right? It's— they're just naturally going to reciprocate. But if you in that letter had said, hey, would really love to talk about business with you, right? When you sent those things, it doesn't hit the same. No. Even though he may know that is potentially, you know, your intention. Of course. Of course.
