The Secret to Packing Your Event: Building Relationships Through the Law of Reciprocity

Have you ever heard of the Law of Reciprocity? If not, you’re missing out on one of the most powerful tools for selling tickets and filling your next event. According to the Google dictionary, reciprocity is "the practice of exchanging things with others for mutual benefit." In simpler terms, it’s the idea that when someone does something for you, you often feel the need to return the favor. This law is not just a principle in human behavior, it’s a foundational element for business growth and event marketing.

So, what does the Law of Reciprocity have to do with filling your event? Everything. If you want to pack out a venue, you need to stop thinking about selling tickets and start thinking about building relationships. People don’t buy tickets just because you’ve got a great event. They buy tickets because they’ve built a connection with you and believe in what you’re offering. That’s where reciprocity comes in.

Think about it this way, when someone does something kind for you, don’t you feel a little bit obligated to do something for them in return? That’s reciprocity at its finest.

I’m sure you’ve experienced it yourself. Maybe when you were younger, your mom had that rule—if someone invited you to their birthday party, you automatically had to invite them to yours. I know my mama didn't play. If they got me a gift, we would get them one as well. That’s a classic example of how reciprocity works in a natural, almost automatic way. As adults, it’s just as important to build that same sense of mutual benefit, especially when it comes to your business and events.

Why Building Relationships is the Key to Selling Event Tickets

We live in a world that’s increasingly moving online, yet many still don’t understand the importance of genuine relationships in growing their business. As a business owner, it’s easy to get caught up in the "sale" and forget that the real power lies in building relationships first. If you want to sell out your next event, you have to think less about selling and more about giving.

Building relationships is about connecting with people in a way that feels natural, authentic, and mutually beneficial. When you do this, your audience feels an emotional connection to you, and that’s when they’ll feel compelled to invest in your event. It’s a win-win for both parties.

Here’s how you can apply the Law of Reciprocity to fill your events and grow your business.

3 Ways to Sow Seeds in Your Relationships to Fill Your Event

1. Time – The Most Valuable Asset You Have

If you’re trying to build relationships with potential attendees, one of the most valuable things you can give is your time. Time is precious, it's our most valuable resource, and when you take the time to show up for people, they will remember.

I got the nickname “Connection Queen” because I showed up for people, authentically. If someone I admired was hosting an event, I didn’t hesitate to attend or show support. If I had 10 minutes to hop on a live, I’d do it. If I couldn’t attend in person, I would at least show up virtually. The point is, I made the effort to show up for others, and that made them want to show up for me in return.

The same applies to your audience. When you invest your time in your audience by attending their events, engaging with them on social media, or providing your expertise and support, they will naturally feel like they want to support you when you host your next event.

2. Energy + Resources – Sometimes, It’s Okay to Give Without Expecting Anything in Return

One of my personal struggles is that I give too much sometimes. I’m known for sharing knowledge, offering free advice, and providing resources. While some may worry about giving away too much, I’ve found that this act of generosity builds trust and goodwill. People remember who helped them when they were in need.

Here’s the thing: You don’t always have to expect something in return when you give. Sometimes, giving out "free game" is the best thing you can do to establish yourself as a trusted figure in your community. People appreciate it, and they will remember you when it comes time to buy tickets for your event.

For example, I might give free advice to someone on how they can improve their event marketing or share strategies that helped me grow my own business. That’s building reciprocity, you're offering something valuable without expecting an immediate return. And over time, that generosity will create a relationship where people are eager to reciprocate by buying a ticket, signing up for your workshop, or even recommending you to others.

3. Money – Invest in Relationships When Necessary

Let’s face it—sometimes you need to spend money to build relationships. There will be times when you see someone you’d like to connect with, and the best way to do that is by investing in their work. I’ve bought digital products, books, or even signed up for online courses just to feel like I was part of someone’s community.

For example, when I came across a woman whose business I admired, I decided to buy her $27 book. I didn’t just buy it for the sake of getting a product; I did it because I genuinely wanted to connect with her and show support. After reading the book, I reached out to her with a heartfelt voice message about how much I loved it and shared a takeaway.

How This Strategy Works in Real Life

Let me share a real-life example. Say I'm gearing up for my 3rd annual business event, and I recently came across a woman whose business I really admired. I spent some time exploring her work, aka stalking her socials and website. After buying the book and finishing it, I reached out and let her know how much I loved it.

The conversation naturally flowed, and we found ways to connect on a deeper level. Once the relationship was established, I felt comfortable enough to pitch my event, explaining why I thought she’d be a great fit to attend. This strategy works because it’s built on authenticity and a genuine connection that was developed over time.

By offering support, resources, and showing genuine interest in her work, I was able to cultivate a relationship that made it easier to invite her to my event. And the best part? She was happy to be invited because the relationship felt natural and mutually beneficial. That’s reciprocity in action.

Why This Works for Event Marketing

The reason this strategy works is simple: when you show up for others without asking for something in return, you create goodwill and trust. And trust is the foundation of any successful event. By investing your time, energy, and sometimes money, you demonstrate to your audience that you genuinely care about their success. This makes them feel more comfortable investing in your event because they trust you.

If you’re constantly giving value to your audience through useful content, engagement, and even personal investment in their success, they’ll be more likely to buy a ticket to your next event. They’ll feel like they’re returning the favor for all that you’ve done for them.

Final Thoughts

If you want to fill your event and build lasting relationships with your audience, start by giving. Use the Law of Reciprocity to your advantage by sowing seeds through time, energy, resources, and sometimes money. When you build trust and show that you genuinely care about the people you serve, you’ll see how easily it becomes to sell tickets to your events.

So, start today. Invest in your audience, and watch how the Law of Reciprocity transforms your ticket sales and business growth.