Generosity and how to do it right

These are jelly snakes from the Natural Confectionery Company: one of my most favourite lollies.

Except for the yellow ones. I’m not a huge fan of the yellow ones.

So when I have a packet of these delightful sweets in front of me and you saunter up and ask for one, guess which kind I offer first?

You still get a lolly snake, right?

So you’re ahead of the game there. But you’re probably not thinking, “Wow, that Catherine sure is the nicest person ever,” are you? Human nature being what it is, the thought is more likely, “Oh. Wow. Thanks.” (That was, like, sarcastic.)

However, if I handed over one of the precious orange ones – and we both know they’re the best flavour – then you’d be surprised and gratified. And grateful. It would leave a good taste in your mouth not solely due to the tasty sweet. And a fond feeling for me and my generosity.

But in both cases I gave you something you didn’t have.

So in both cases the logical response should be to be grateful.

We don’t compute like that.

It’s important to us that you value the thing you’re giving away. Last year’s remnants might be wonderful and just what I need… but I’ll still be less grateful for them than if you gave me something that you could still sell. Something that requires a small amount of sacrifice. Something that matters to you.

Because one of the cues on how much we value something comes from other people. And if you, the owner/creator/lolly holder, don’t value the thing you’re giving away… then why should we?

So when you’re in giveaway mode…

… you have three options.

1. Fling away the things you don’t value.

You don’t care, you just want them gone. Put them out the front with a sign saying, “Free”. Give them anonymously to charity. Offer them like the last yellow snakes. It’s all about you, getting rid of things you really don’t want around anymore.

2. Gently offer the things you don’t value.

Knowing that one person’s yellow snakes are another one’s orange, you do your best to make the value clear without lying your ass off. You make it easy for other people to enjoy the things that just don’t do it for you.

3. Give away the things you really value.

You have a competition with the newest model as a prize. You offer your time with the package. You give away something you personally covet. You offer for free something you could make a tidy profit on. You make a free resource of your best information.

The third one hurts a bit. It requires us to push past our natural self-interest and give up something we’d rather keep.

That’s why it’s the one that really works when you’re marketing.

Are you giving away your leftovers or your favourites?

Want some help figuring out what to give away and what to keep? Sign up for Mo’Cash, Mo’Joy, the awesometacular weekly newsletter, and you’ll be the proud owner of a VERY valuable 30-minute Marketing Check-up, for free!


8 Comments - What do YOU think?
  • http://hypno.co.nz/blogs Mike Reeves-McMillan

    Some of my best material is in the free course people get for signing up to my list. It’s really not less good than a paid course in any way.

    I learned this tactic from Dave Navarro and Clay Collins, who both give away free stuff that’s really useful. Because when I see someone’s free course and it’s kind of meh, and I don’t really learn anything, why would I pay them for any more of their stuff? What proof do I have that it would be any better?

  • https://CashAndJoy.com Catherine Caine

    That’s it exactly. If all I can see of you is so-so, why am I buying from you?

  • http://www.anencouragingbird.com BirdyD

    That’s a good way of putting it.

    When you say it like that, it really becomes a no-brainer.

    *reassured that giving away Blanket University classes is a GOOD thing to do, instead of an unutterably stupid one*

  • http://www.anencouragingbird.com BirdyD

    I am also a big fan of Door Number 2, however.

    Tho’ since your Bestest People are going to be pretty close to you in many ways, there’s probably going to be a lot fewer times it would work for an online business.

    Thnx for the illumination! :-)

  • http://hypno.co.nz/blogs Mike Reeves-McMillan

    Yes, and (having recently bought the 72 Hour package) I’m finding that the
    rule does pretty much hold true. Most people’s paid stuff is about as good
    as their free stuff – there might be more of it, it might be more in depth
    (though really, it usually isn’t), but it isn’t done noticeably better.

    The free stuff is like those little samples they give out in the
    supermarket. If you like the sample you’ll like the product, because it’s
    the same. If the free sample isn’t that great, don’t buy the product
    expecting it to be any better.

  • https://CashAndJoy.com Catherine Caine

    Door number 2 is still fine, and is the best way to get rid of excess stock or add a bonus. But it’s never going to be as effective as option 3.

  • http://superiormanconsulting.com/2011/03/the-one-thing-that-stands-between-you-and-maturity/ The One Thing that Stands Between You and Maturity | Superior Man Consulting

    [...] This is the only way you will be able to reach a place where you are able to extend beyond meeting your own needs so you can focus on serving others to the fullest extent of your capabilities (since you are able to meet your own needs, you don’t have to approach every interaction with the mindset of “what’s in it for me?” This is the key to authentic generosity). [...]

    [WORDPRESS HASHCASH] The comment’s server IP () doesn’t match the comment’s URL host IP (184.168.138.1) and so is spam.

  • http://superiormanconsulting.com/2011/03/how-to-develop-maturity/ The One Thing that Stands Between You and Maturity | Superior Man Consulting

    [...] This is the only way you will be able to reach a place where you are able to extend beyond meeting your own needs so you can focus on serving others to the fullest extent of your capabilities (since you are able to meet your own needs, you don’t have to approach every interaction with the mindset of “what’s in it for me?” This is the key to authentic generosity). [...]

    [WORDPRESS HASHCASH] The comment’s server IP () doesn’t match the comment’s URL host IP (184.168.138.1) and so is spam.