October 26, 2009

How To Apply Consistent Persistent Generosity

The habit of giving only enhances the desire to give.
--- Walt Whitman

What you're doing right now gets you some results. How do you get more clients? How do you keep the ones you've got? To improve your results, try consistent persistent generosity. This catchy phrase is the title of a very short blog post from Seth Godin.

Consistent means continual and predictable. A regular frequency helps build expectations.

Persistent means long-lasting and unconditional. Like the Eveready bunny, you keep going after others fade.

Generosity means giving something the receiver values. Not regifting stuff you want to ditch. Or handing out Frisbees because you assume everyone likes them as much as you do.

The Perfect Gift
The perfect gift has immense value but won't put you in the poorhouse. How about giving information? This is easy on the environment, inexpensive to send and has no calories (unless you're sending recipes). Batteries aren't included, but batteries aren't required. Unlike soup, you don't need to add more water to feed more mouths. Information stays full strength.

To invoke reciprocity, Dr Robert Cialdini suggests your gift be significant, personalized and unexpected. Information meets those requirements and has greater value when timely.


Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them. --- Seth Godin, Permission Marketing
Except on Halloween, we're reluctant to give candy to a stranger's child.

We want our messages welcomed. Advertising annoys. Most messages are generic and useless. If you've had laser eye surgery, you won't get more because of a sale price. If you don't ski, learning about a new resort doesn't help you.

How Social Media Helps
This snappy video shows the changing ways we communicate and stay in touch.

Why not share the best of what you know for free? You lose nothing if you believe we're surrounded by abundance. Your uncommon unconditional gifts will set you apart and draw people towards you. Generosity begets generosity.


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