Why giving is good

I have previously posted about giving away information for free. Let's go one step further and see what else you can do which will bring in enquiries, sales and profits.

A recent discussion about contacting Richard Branson about a business proposal for a community a group of us have led to talks about whether he (or Bill Gates, Dragons' Den players etc) would rip us off if we took such an idea to him/them. After all, this idea would benefit potentially thousands of people if done in a certain way, but would also yield money. What would be to stop them nicking the idea, converting it into a purely profit-making exercise, and destroying the underlying purpose?

The conclusion we came to is that although many of these players may well be in it for the money, they are also in it for a deeper reason. People attract money, are successful in business, or are canny entrepreneurs by being 'themselves' generally. And that personality is not generally 'nasty'. How many nasty successful business people can you think of?

Gates is well-known for his philanthropic activities, and Branson has become known for taking on the big boys on behalf of the consumers. Yes, it is good for profits and branding, and it buys loyalty too, but it also has a 'feelgood factor' to it. And that, potentially, for the individual able to do so, is worth more than the money generated as a side effect of doing good, or giving.

The Body Shop, run by the late Anita Roddick, built a huge amount of loyalty through its activities to protect those making the products, to reduce environmental impact etc. This was because Anita Roddick cared a great deal about doing business ethically, and giving to those individuals and communities who she felt were suffering at the hands of unethical activities by governments, large corporates etc. She felt she could make a difference to people she dealt with, and she did.

This a common thread amongst successful entrepreneurs. Giving to get.

And every business needs to look at how they can treat their customers well, go the extra mile, not try to make money from every single thing they do. To do it for the well-being of their customers. To help them overcome hurdles which might be preventing them succeeding.

For instance, Cybersavvy UK has given huge amounts of free information over the years. Not just to establish that we know what we are on about with internet marketing and small business advice, but also because we want to help people.

It is so frustrating finding people day in, day out, who just do not know where to turn to for help, who cannot justify spending consultancy fees for specialist advice, or who just don't know what they don't know.

This blog is currently the replacement for a website in rebuild that has over 600 pages of free advice on it. (It will shortly be returning to your screens so watch this space!)

The lengthy discussions about how to monetise that website have led to a decision to make 90% of the Web PR advice available for free. Why? Because at the end of the day, we want to help people 'get online to better business' - which has been our strapline for 12 years now. The side benefit is that more business is generated by helping people to get beyond the basics of SEO and Internet Marketing etc for free than by attempting to charge them for that service. Ditto in the other worlds we are involved with eg broadband and IT skills and training. We earn more by helping people to get connected, or to use their computer with some degree of competence, because then they want to be able to do more, and can see the benefits (economic and otherwise) that the free advice has brought them.

Let's pick any business and see how adopting this approach could benefit you. This approach benefits any business at all, but let's try a couple of different ones to see what we can come up with...

Let's say you are a picture framer. When a customer comes to you for a frame, what could you offer them for free?

How about advice on how to best light the picture they are going to frame? Show them examples of lights that can be used, and how placement of the light will improve the picture. Does it cost you anything? Well, maybe a few moments of your time, and you may need to get hold of a lighting company's catalogue, but that will cost pennies.

How about advice on positioning a picture in a room for best effect? Height of the picture, placement etc all make a difference to the impact a picture will have. Which pictures complement each other to create a theme in a room, or business premises? Are there other similar artists you could recommend they look out for?

Or let's say you sell carpets... Why not offer every customer a free sign that says, "Shoes off please" or a free doormat so that their carpet stays clean? Offer them practical, free advice on looking after their new carpet. Give them stain remover advice, especially natural products they may have anyway around the home so they do not need to spend big money on specialist shampoos etc.

Perhaps you teach people computer skills.....a free email newsletter once a week or month that helps them to achieve a new skill, use a new Internet tool, or provides advice about backing up their important files and documents. Why not set up a free remote back up service? Space on a server is bordering on free now, so it needn't cost you very much to provide and it is a great extra service.

Everything you do need not be about making money. Nor need there be a hidden agenda in doing things for your customers. Look at where they need help, and provide it. For free. Firstly, you will feel good about helping people, secondly, they will undoubtedly come back for more, and thirdly, there is nothing like word of mouth or word of mouse recommendations for building your business.

Give it a go today. Give a little!