DOLLARS & SENSE

We've all heard the phrase "Imitation is the greatest form of flattery." But did you know that persuasion is a direct path to prosperity? 

We've been writing about and telling people for years that a sure way to succeed as a freelance is to go the extra mile for your clients. Some of the ways we've suggested doing this include:

• Ask the right questions from the start to avoid problems down the line.
• Never call with a problem without a viable solution to offer.
• Deliver on time, on target, and on budget, first time and every time.
• Use your invoice as a marketing tool to reinforce the value your clients have received for the money they've invested in you.
• Make your client's job easier.
• Make you clients look good.
• Always follow up on projects, even after they're out of your hands.

We've also told you that sometimes we do little things for our clients without charging them. It's wonderful how the perception of being a "team player" can build both your reputation and your bottom line!

Of course, what all of these recommendations add up to is persuasion. And recently we learned that there's quite a science behind why it works. In Yes!: 50 Scientifically Proven Ways to Be Persuasive, authors Noah Goldstein, Steve Martin, Robert Cialdini, and Blair Hardman explain the science behind how and why persuasion works. Their strategies use simple messages and actions to generate substantial returns at little or no cost. One of their strategies is reciprocity, and it just happens to be exactly the strategy for success we've been recommending for years and that you've just been reading about.

Reciprocity works because it capitalizes on people's innate desire to respond when they feel they owe someone something. For example, a research study published in the Journal of Applied Social Psychology (Azar OH. Tipping motivations and behavior in the United States and Israel. J App Soc Psychol. 2010;40(2):421-457) found that diners are more likely to tip a waiter if a piece of candy is included with the check.

We're not suggesting you send a mint with your invoices. But the science of reciprocity helps to explain why going the extra mile for your clients pays off on your bottom line.

The AMWA Annual Conference is the ultimate resource for medical communicators around the world, offering educational and networking opportunities beyond compare in the field. We're looking forward to presenting there. Now you can become a greater part of the AMWA conference experience by submitting a proposal to share your expertise with your colleagues in Columbus!