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I visited New York City for the third time recently, and while it’s a city that I love, I do find myself quickly overwhelmed by the buildings and crowds. So I relish the ability to escape into the sanctuary of Central Park.

Upon my most recent reprieve in Central Park, I was approached by a kind looking monk who offered me a small disk, saying “Work smoothly, Lifetime peace” (which was exactly what I needed to hear at the time).

“Thank you!” I said enthusiastically.

He then slipped a wooden bead bracelet on my wrist.

Again, I was overwhelmed, but with the kind gesture, which helped my mood.

“Thank you very much!” I responded.

He then pulled out a small notebook and asked for a donation for the temple they were building…

Now some of you may have seen that coming, and me as a naive tourist.

I made a small donation and went on my way.

But thanks to the bracelet and disk (which I had placed in my purse) I had frequent reminders of the monk and his clever marketing technique:

Marketing Tip: Give to get

It is a simple, but effective technique that I speak of a lot in regards to digital and social media marketing, especially related to content and inbound marketing.

People are spoiled for choice these days.

We have access to many more products, services and suppliers than ever before thanks to the internet. And trying to break through the noise can be challenging.

Now I don’t recommend undervaluing your product or service through discounts and giveaways, but they are incredibly valuable for:

  • developing goodwill
  • generating attention
  • educating potential clients
  • demonstrating your expertise
  • differentiating from competitors, and
  • creating reminders of your business/product/service

According to the 2016 Sensis Social Media Report (Australia):

30% of consumers want giveaways from brands they follow on social media, and another 30% want exclusive offers.


Is there something that you can “give away” through your marketing that may help generate business?

For example:

  • Whitepaper
  • Template
  • Checklist
  • Tips
  • Sample


A great technique to use for giving away these types of digital download resources is by having the recipient exchange their email address for them (by way of a simple form) that then allows you to contact them further and follow up. However, this is not essential, depending on your item and strategy, a straight giveaway via your website or social media channels may suffice.

He also used another great marketing technique:

Marketing Tip: Case studies

Well, kind of.

When asking for a donation, he showed me his notebook listing previous “donations” (which were all of quite high value).

This quickly showed me others who had “done business” with him and helped to develop credibility.

The BEST way to generate more business is to show people the business that you are doing. And this needn’t be in complex case studies.

Thorough, well-written case studies are valuable, but you can also demonstrate your skills and previous happy clients using:

  • Photos
  • Videos
  • Testimonials
  • Simple text updates

as well as more formal case studies.

These can be used across your website, email marketing, social media marketing, proposals and other marketing.

What ways can you be like my Central Park monk to develop goodwill amongst potential customers and demonstrate your previous work?

Work smoothly, Lifetime peace…

Erica Stacey

Erica is a Google Analytics and Google Ads certified professional, so you’re in qualified hands. Erica has had over a decade of experience – working for agencies and a wide range of clients – in digital and social media marketing strategy, website development, search engine optimisation (SEO) and marketing (SEM), content marketing, inbound marketing, online advertising and so much more. A professional in the field of design, branding and marketing, she is a trusted name in the South Australian and online community to help an array of businesses sort out and achieve their marketing objectives.

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