Great brands know how to share. I’m not talking about letting us know about their most recent product rollout or sharing the latest news about their organization. I’m talking about the kind of sharing that delivers surprise and delight. Like sharing know-how. Or better yet, sharing something that entertains while it enlightens us. Or maybe even something that inspires. Brands that know how to do this are the ones that elevate themselves above the sea of sameness that most brands flounder in.
Offering vs. sharing
The default setting for most brands is not (unfortunately) to share.
Sales manager: “We share.”
Me: “Is that so?”
Sales manager: “We share our full product line. We share our latest special. We share the opportunity to buy now. Shall I go on?”
Me: “No, you’ve shared enough.”
Telling me about what you want to sell to me is not sharing. That’s offering. Don’t get me wrong, offering is important. But only after the prospect would like to be offered whatever it is you have. Until that point, all your offering starts to feel pushy and even aggressive.
