The brands that I love are givers. They are constantly giving me helpful insights, tutorials, and even free assets that I can use in my work. There is one that does it so well that I start to feel guilty that I don't do more business with them. Of course, they don't pressure me. They just keep giving. I had the opportunity to recommend them recently. I raved about them.

Giving is magical. For both the recipient and the giver.

For the recipient, there is nothing like getting something for free. Whether it simply delights or is extraordinarily useful.

For the giver, it instantly builds a bond with a customer that, otherwise, would take years to create.

There may still be some holdouts that will argue otherwise. A few years back, I had an old-school client tell me that you couldn't make money giving away things. The reality is that you can.

Smart brands today understand that selflessly giving is a potent way to attract new customers, build loyalty, and more.

This giving can take many forms. Here are a few I have had the privilege of helping clients with over the years:

• Give away your technical expertise in the form of a reference manual

• Create a useful guide that helps people navigate a life situation

• Create a tool that helps a prospect simplify their job or life

• Give a sample of whatever you offer

• Give a free analysis or advice

The giving secret

Giving is powerful. But there is one thing you have to know. You must give without agenda or expectation. You must give selflessly and trust that good things will come your way.

That may sound a little too altruistic for my old-school client. He'll continue to pound his prospects with hard-core sales messages. Then again, I'm okay with that. Because it leaves more room for those of us who understand what you can accomplish. When you believe in the magic of giving.