The Franklin Effect: favours = friends?

I’m a big fan of Benjamin Franklin.

One of the United States’ Founding Fathers, if you look up “influencer” in the dictionary of that era, you’d find his picture next to it. He was known for his impossibly broad knowledge base. You name it, he’s done it. Author, printer, politician and political philosopher, freemason, postmaster, scientist, inventor, civic activist, diplomat, businessman… his story is an exemplar case study on the power of influence.

There is a legendary story about him.

During Mr Franklin’s first term in office, he made both friends and enemies. His re-election was fast approaching. Worry started to set in. Would he be able to secure enough votes needed to win? One of his adversaries was quite the heavy hitter around town who had a tendency to speak ill of Mr Franklin. He needed to get this guy “inside to tent” to have any hopes of winning another term in office.

Bribery or force was the influence tactic du jour during that time.

He didn’t do this. He used a simple strategy to win over a hater who was a “gentleman of fortune and education”. He was probably pretty influential in government.

 Mr Franklin sent him a letter asking for a favour. Could he borrow a renowned rare book from his treasured library? The man was floored with flattery. Not only that, he was uber-excited to find someone with a shared passion and appreciation for quality books. He sent the book immediately. Franklin read it and returned it, along with a thank you note.

According to Franklin’s autobiography, the man approached Franklin during the next legislative meeting and the two spoke amicably – and at length – not only about the book but other shared interests. Did the man stop trash-talking Franklin? Yep. You know what else happened? They became close friends until the man died.

So what is the Franklin effect? It’s a psychological phenomenon that explains why people end up liking you more when they do you a favour. Odd, right?

Ask a favour = win a friend.

Interesting research

In 1969, psychologists ran an experiment where they told students they could win money by participating in a Q&A competition. Three trials were held.

• In trial 1, the fake scientist asks for a favour. “Would you mind returning the cash? I funded the study with my own money”
• In trial 2, a secretary asks the same favour. “Would you mind returning the cash? The psychology department funded the study and they’re running out of money”
• In trial 3, the participants could keep the cash. No favours asked.

In which trial did the participants rate the scientist as most likeable?

Just as the Franklin Effect predicted… Trial 1. The students who were asked a favour by the scientist also rated him as most likable. Trial 2 participants liked him the least. This suggests favours asked by an intermediary decreases likability, while a direct request does the opposite. Crazy huh…? Asking a favour from someone makes them perceive you more positively.

Research suggests the Ben Franklin effect works because of “cognitive dissonance”. We find it challenging to reconcile the fact that we did someone a favour and hate them at the same time, so we assume we like them.

What does this mean for you?

The Franklin Effect showcases that asking for help is not only OK, but influence building. You can strategically deploy your requests for help to win over detractors. 

It can be a catalyst for two-way conversations about opinions and interests.. who knows, maybe a lifelong friendship could grow.

So let's pause here and reflect.

What do you want to accomplish in the next few months? What are your biggest pain points and challenges? Who might you be able to ask for help?

Lose the ego. Every day is a learning opportunity…………… #winwin.

If you think this would be of interest, please share.

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