The Law of Reciprocity states that if you do something nice for someone, they will feel obligated to do something nice for you, and they will.
Imagine being a business owner in your local hometown and discovering a new restaurant. You tell your friends how wonderful it is through a service called Hotspot, which, by the way, has recently been rolled into Google Places.
Later, let’s say, you discover the owner of that restaurant is a big user of Google Places and Hotspot. So you friend him. He friends back and notices that you liked your restaurant. He comes to your bookstore to thank you and then saves your bookstore as a favorite place.
That’s The Law of Reciprocity in action.
There’s no better place to practice The Law of Reciprocity than in your own back yard. That is, in your own hometown where you can become friends with other small business owners that are local to you. You patronize their business and they patronize yours. Now, you can let all your friends know about your local connections and personalize your local search experience as well.
Google Places seems to be getting better and better. It’s certainly good for local small businesses.