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Scenario – You created a group on Facebook that has grown to 200 kids. A small business approaches you and asks you to send a marketing message on their behalf. You notice that your Facebook group is the perfect target market for the business…. What do you do?
A) Sure! I’d love to help out. What do you want the message to say?
B) No way. I hate getting spam as much as the next guy
C) Yeah - I’ll do it… and it will only cost you $50
It is a fact of life that, the only way a relationship will continue is if both parties can see themselves benefiting from the relationship at a some point in the future.
As selfish as that sounds…. it’s true.
It’s also true that one of the best ways to start a relationship is by helping someone out. When you start the relationship by helping someone out, things change. All of the sudden, that person “owes” you…
…And that gives you a foundation to start building your relationship from.
On the other hand, let’s say you’re not a nice guy. Let’s pretend the business owner would pay you $50 to send out a Facebook message… Sweet. You scored some cash…
But at what expense?
You’ve ruined the possibility of becoming friends… because you’ve just become a business contact. A marketing expense on their payroll. That is no way to start a relationship.
You have no idea who this business owner is or who he knows. Maybe he has a contact that could get your foot in the door to a new job. Or maybe he could help you build a website. Or introduce you to someone in the community. Or a million other things… But the moment you ask for a favor, you know what he’s going to say? Sure - I’ll do it… and it’ll only cost $100.
All because you thought making a quick $50 sounded better than starting a relationship with someone new.
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Comments
08.04.08
You know, I have a few ways of thinking about this. I was always taught to never do anything for free. When you're doing a job for someone, its not about the money you're charging, but the ability to create boundaries. I've taken jobs on discounts and what happens for me is that I do a discount job. I don't put my heart into it, the client/friend expects more, but I'm not getting paid for it and I have a lot of other stuff going on. When you define relationship here, it needs to be more specific. If it is a business relationship, treat it as such. Getting too personal with business matters tend to create more issues as time goes on. If you charge your normal rates, do a professional job, you're going to build a better professional relationship with the person. They can now rely on you to do a bang-up job when they need it - but they also know that they have to pay you. There's no fuzzy grey areas.
Now, there's something to be said about working for free. But working for free is called volunteering. That's how you should look at it. When you're giving your time away for free, it should be for a good cause and something you believe in. But don't get your boundaries confused because down the line, your favor will turn into more favors and you'll still need your bills paid.
08.04.08
I work with a lot of people who have offered their services up for free expecting nothing in return. In most cases they always get something back.
I'm sure in certain situations this can backfire. As Smith+Fritzy points out you'll still need your bills paid.
Then again, offering yourself up to free, especially within the Gen-Y arena is very powerful.
1. Most of us don't have a lot of money to spend (debt, rent, etc.)
2. We're skeptical about what we buy. And word of mouth usually plays a considerable role in the decision-making process.
So imagine the impact you can have in marketing to Gen Y if you prove yourself of worth to a handful of people in the demographic, for free. I think the likelihood of getting a profitable R.O.I. is pretty good. Right?
08.04.08
Andy,
Isn't this issue the crux of so many questions? Do you act based on an immediate need (money) or a long-term goal (relationship building)?
The other important point here (specific to sending an email for a business) is to ensure that you maintain integrity in keeping with your personal brand. Is it a business that you endorse? If not, sending out a message (no matter the financial benefit) compromises that integrity.
Personally, when I offer to help people for things that I usually charge to do (speaking, resume writing, job hunting information), I do not expect anything in return except a thank you!
I like to think that, by offering resources and information to personal and social networking contacts, I am networking in the very best sense of the word!
Miriam Salpeter
Keppie Careers
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