If ever you wonder why your marketing isn’t working better, ask yourself:
“Have you built enough generosity into it?”
If the answer is ‘yes’, ask:
“Am I being generous to the ‘wrong’ kind of person?”
Because if you give to takers, your gift goes nowhere and your generosity is wasted.
Adam Grant writes about givers, takers, and matchers, in his book Give & Take.
Research shows that givers – generous people – tend to be the most successful.
But, generous people also tend to be the *least* successful.
The difference between successful givers and unsuccessful givers, is that the successful ones don’t give to takers.
That’s not selfishness or being uncaring: it’s efficiency. It’s putting your resources where they’ll have most impact. For you, the recipient, and those that they give to.
Takers are like a black hole: whatever goes in, never comes out again.
Matchers and givers however, give back or pay forward, or both.
Be generous to those two, and hope that takers will learn someday.
But don’t give to them.
No matter how big your heart is, you’ll never have enough energy to make it worthwhile to give to takers.
They’ll just want more and you’ll burn up whatever resource and goodness you have; it won’t benefit them, or you, nor anyone else
Point is, generosity – in marketing and sales – is an enormously powerful driver.
It’s leverage.
It rests on the principle of creating value, before asking or wanting anything.
Do things that are valuable.
Make things that are valuable.
BE valuable – and not just as a human, because you already are.
Be valuable as a professional. In your marketing and sales.
Tune in to the people you want to serve, create something they’ll love and that will help them, and give it to them.
The above was a tweetstorm I wrote, off the cuff.
And the last tweet was:
“Huh. Looks like I wrote a tweetstorm.
“Well, best turn it into an article, and send it to my subscribers.
“I hope they’ll get something valuable out of it.”
See how it works?
This is just one example of how you can create value – and I hope this one was valuable for you.
Cheers,
Martin
P.s. If you’ve got your marketing dialled in but you feel you could improve your ability to enroll buyers, this will help.
