Birthdays are for gift-giving, right? Actually, by employing an amazing quirk of psychology, guerrillas can actually receive from people on their birthdays. And here's how.

Psychologists have long known about a social phenomenon called the "reciprocity norm". It states that when a person receives an unexpected personal gift or favor, he or she is often compelled to give something in return. You might write off this phenomenon as simply good manners among friends. Not true! It has been proven in all kinds of situations-even among strangers on the street.

So how does the reciprocity norm transfer to birthdays and your business? Simply put, there is no time of the year when people feel more compelled to accept a personal gift than around their birthday. In fact, it's the one time when they are looking for excuses to celebrate.

And this is where your efforts as a guerrilla marketer come in.

By sending a no-strings-attached offer in the mail to existing and potential customers near their birthday, in the form of a birthday card and gift certificate, you put the reciprocity norm to work in its most compelling form. Those who redeem the certificate will almost certainly enhance the experience by buying something. And that something, very often, is more valuable than the offer itself.

There is a catch. You must make the offer attractive. Discounts or buy-one-get-one-free deals can work, but giveaways are best. If you're a video store, offer a free rental plus popcorn. If you're a salon, offer a free pedicure. If you're a restaurant, make it a free appetizer-better yet, appetizers for three, so friends will come.

After all, if three free appetizers will prompt someone to spend $60 in entrees and drinks to celebrate their birthday, isn't that worth it to your business?

Getting current customers to tell you their birthdays is easier than you think. Ask them if they would like to receive a free offer near their birthday. When they say "yes", ask them to fill out a card with their name, contact information and birthday. Now you have your list.

It's possible to get similar information from direct mail database services, for people in your area who don't currently patronize your business. Try it-response rates for birthday certificates are five to seven times higher than traditional mailings. Isn't that the kind of present your business deserves, 365 days a year?

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