At the start of this year I joined an online business book club. As well as encouraging me to read a mix of books that I might not usually reach for, and plenty I’d never heard of, it’s also given me material for a number of blogs. The book we read in September is not a marketing book and yet it has a really powerful marketing message that I’d like to share with you. I’ve spent the last 20 years building my business through generosity and giving. How and why this works is eloquently explained in The Go-Giver, by Bob Burg & John David Mann.

According to the back cover of my copy, The Go-Giver tells the story of an ambitious young man who yearns for success. He’s a true go-getter, though sometimes he feels as if the harder and faster he works, the further away his goals seem to be. Ever had that feeling?! The book is the story of the time that this driven young man spends with a collection of wise business folk, who show him there’s far more to business than winning sales and beating the other guys.

This very easy to read book teaches the following five laws of success:

1. The First Law – the Law of Value. This says that your true worth is determined by how much more you give in value than you take in payment. You can apply this to your marketing by simply giving away as much value as you can in your content. Share your knowledge, expertise and advice in your blogs, email newsletters, videos and talks. Don’t hold back. When you treat potential clients with as much generosity as you treat actual clients, they are more likely to turn into paying clients.
2. The Second Law – the Law of Compensation. Your income is determined by how many people you serve and how well you serve them. Think about how many clients you have and how well you look after them. Even if you only have a few clients, focus on providing them with the best customer service you can. When you do, those few clients will tell others about how well you look after them and you’ll be able to offer your services to more and more people.
3. The Third Law – the Law of Influence. In this law, your influence is determined by how abundantly you place other people’s interests first. Stop trying to win, or even trying to get a win-win solution. Focus completely on what the other person needs. Givers attract, so give more and you’ll be able to attract more, more easily.
4. The Fourth Law – the Law of Authenticity. The most valuable gift you have to offer is yourself. Be yourself, be honest and be real. When you’re selling a service such as coaching, consulting or training, your clients are buying you. Let them see the real you and you’ll be able to attract your ideal clients. Don’t try to hide behind who you think you should be.
5. The Fifth Law – the Law of Receptivity. The key to effective giving is to stay open to receiving. All the giving in the world won’t create success unless you make yourself willing and able to receive in like measure. When someone says “Thank you” to you, reply with a simple “You’re welcome.” When someone offers to help you, accept their help. When a client offers to buy you lunch, accept graciously! You can always get the bill the next time.

According to The Go-Giver, the secret to staying young, vibrant and vital is to hang onto the precious characteristics that we have as children – having big dreams, being curious and believing in yourself. Be hungry to give more value than you’re paid to deliver, to help as many people as you can with the best service possible, to provide what other people really need, to be yourself and to receive more than you can give. That is the real secret of building a successful business that allows you to do what you love to do.