A Case for Generosity as Marketing

What if we incorporated generosity (of time, spirit, value) as a metric in marketing?

What if I was a customer that your business had let down, but when I called to cancel, I encountered someone truly committed to making me feel heard instead of reading from a script? So even if our relationship wasn’t salvageable, I’d walk away feeling respect towards you as a business that values me?

What if companies developed ‘listening processes’ and implemented them throughout the product adoption cycle to earnestly generate customer success stories by helping empower them into becoming brand ambassadors?

What if every customer service representative had to go out of his way at least once a day and make a customer happy beyond what they would expect by calling your 1-800 number?

What if your CEO personally reached out to 10 at-risk customers every month and connected with them to figure out what could be done better? What if she documented that interaction on your social media to show accountability and assure that you are listening?

What if yours is a site where I go for information about my industry, issues, trends even if I am not a customer? I may just start to respect your story and how you treat people even though I may not even be your target market. And I would surely mention your product to anyone who’s even remotely connected to what you do.

Too many new businesses are infatuated with just customer acquisition. Too many end up treating them as ‘transactions’ rather than ‘relationships’.

So what’s the business case for this kind of generosity?

It really depends on you deciding what kind of business you’re looking to build.

Are you in the business of collecting ‘likes’ or receiving ‘recommendations’? Because I can assure you that the half-life of recommendations is a lot longer than that of ‘likes’.

Do you want to limit your marketing department to the 3.5 people on your payroll or take the time to galvanize the 425 people who signed on with you when no one else had?

Make generosity a core part of how you do business – and watch the groundswell support your cause.

Bonus Material:

Read more here about generosity in business from some amazing thought-leaders like Tim O’Reilly, Seth Godin, and Tony Hsieh.

Learn through practical examples of The Generosity Strategies that Help Companies Grow

I’d love to hear if you agree that there is a business case for generosity as marketing?

 

Saadia writes about marketing in the age of social, hot stuff in startups, and girls in tech. Find her blog at saadiam.com!

22 COMMENTS

  1. Greetings, I think your site might be having web browser compatibility issues.
    When I look at your web site in Safari, it looks
    fine however, when opening in I.E., it’s got some overlapping issues.
    I simply wanted to give you a quick heads up! Other than that, excellent
    blog!

  2. Thanks for the auspicious writeup. It if truth be told was
    a leisure account it. Glance complex to far brought agreeable from you!

    However, how can we keep in touch?

  3. Hey would you mind stating which blog platform
    you’re working with? I’m planning to start my own blog in the near future but I’m having a difficult time deciding between BlogEngine/Wordpress/B2evolution and Drupal.

    The reason I ask is because your design and style seems different then most blogs and
    I’m looking for something unique. P.S Apologies for being off-topic but
    I had to ask!

  4. I loved as much as you’ll receive carried out right here.

    The sketch is attractive, your authored subject matter stylish.
    nonetheless, you command get got an edginess over that you wish
    be delivering the following. unwell unquestionably come further formerly again since exactly the same
    nearly very often inside case you shield this increase.

  5. Thanks for one’s marvelous posting! I actually enjoyed reading it, you’re a great author.I will be sure to bookmark your blog and definitely will come back sometime soon. I want to encourage yourself to continue your great posts, have a nice afternoon!

  6. I’m really inspired together with your writing talents as smartly as with the layout to your weblog.
    Is that this a paid them or diid you customize
    it your self? Anyway keep up the excellent qualiuty
    writing, it’s rare to see a great blog like this one nowadays..

LEAVE A REPLY

Please enter your comment!
Please enter your name here