And it works. That s a bribe plain and simple. At my doctor s office the other day I noticed a fancy clock on his desk which had the name and logo of a popular prescription drug on it s face. Even something as simple as a matchbook imprinted with an offer brought one educational company selling correspondence courses 800,000 responses in one year. A recent study showed that some 40 percent of people who received a premium from a company still remembered that company one year later.
Bribes work on prospects in two ways.
First, they generate a feeling of obligation to buy from you. It s just human nature to give after you receive. You know the way it is when you get a Christmas card or are invited to someone s house for dinner. You feel obligated to return the favor. It s the same when a company gives people something for nothing.