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. Offer your time with the package. Give away something you personally covet. Offer for free something you could make a tidy profit on. 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 generosity marketing.
Are you giving away your leftovers or your favourites?
My favourite giveaway is the Choose Your Own Business Adventure. It’s free, and it is FAB.