Bold brand move: serving not selling

Dan Salva
3 min readFeb 25, 2022

We have a tendency to demonize selling. The idea of it conjures up less-than-pleasant experiences we have all had with some third-rate sales associate trying to push something on us that we don’t want. Like a timeshare (shudder).

But every brand has to generate buyers in order to survive. The thing is it doesn’t have to be a necessary evil. If done genuinely and empathetically, it can shift from feeling like some high-pressure boiler room to actually feeling like you’re receiving invaluable help.

In fact, offering invaluable help is arguably the most potent way for your brand to sell. Here’s why:

  • It puts your prospects at ease
  • It actually offers value instead of some hyped-up pitch
  • It increases the potential of your prospects sharing the help you gave with everyone they know generating powerful word-of-mouth exposure
  • The goodwill it creates gives you a good chance of those prospects becoming advocates and even evangelists for your brand
  • It will stick with your prospects long after they forget your sales pitch


How to serve by offering invaluable help

What does your brand have that your prospect would find invaluable? Is it knowledge? Maybe a tool? I’ve found that there are rich resources within every organization. Those resources just need to be leveraged. Do you have a subject matter expert in your organization? Interview her. Then use that interview to create something useful. Create a guide. Record the interview and offer a series of short tip videos. There are all kinds of possibilities.

Here are some of the inspired ways that other brands are winning hearts by sharing.


PremiumBeat is a company that sells music tracks for video creators. They could simply offer information on using music in your video edits. But the company goes further to offer a myriad of tutorials covering a multitude of aspects of video editing. The tutorials are incredibly useful. And even fun (if you like to edit video). By generously sharing, the brand becomes recognized as a valuable…

Dan Salva

Dan is an expert brand strategist and author of the book Big Audacious Meaning — Unleashing Your Purpose-Driven Story. He is a founder at Will & Grail.