The entire text is worth a read, but the premise is straightforward. There are three general types of personal and business relationship styles: giving, matching, and taking.
***Takers view every relationship through the lens of self-interest (How much can I make from you?).
***Matchers view every relationship through a fairness lens (How can I give you exactly as much as you are giving me?).
***Givers view every relationship though the altruism lens (How can I help you?).
Naturally, the book hedges by explaining that these are very general parameters and there are many nuances to consider. Takers are not purely selfish and givers are not pushovers. However, research general show that everyone has a tendency to fit into one of these models most of the time.
The underlying theme of the book is that, in the long-run, Givers are the most successful. I do not want to attempt a full scale summary of the argument here (read the whole book for that). But a persuasive case is made that not "charging"for every benefit one provides to others ultimately leads to substantial return in the end.
Consider this is view of your law practice marketing. Some fear that using novel approaches, like a law firm blog, to share detailed, helpful information with potential clients is "giving away" the knowledge at no cost. For example, if you work on estate planning, is it harmful to create a detailed blog the provides information on the specific legal requirements for a will or explains how to set up a trust? Will potential clients simply use the information on their own and not retain your services?
Professor Scott would argue precisely to the contrary. Giving away helpful information is exactly what one should be doing while cultivating a "giving" persona to gain respect, attention, and appreciation in the community.
Blogs = Giving
In fact, in the book Scott points directly to blogs as a sign of giving. When discussing a venture capital firm, the book examines one very successful investor who created a blog against partner wishes. The partners wondered "Why give away trade secrets?" The answer: the investor wanted to help entrepreneurs. What better way than by sharing information about the process?
In the end, the blog remains a smashing success. The same principles apply to law firm blogs. View your blog as tool to give back to your community--whatever that community might be, from injury victims to small business owners. Sure, there are SEO factors in a blog, but they will work themselves out almost naturally. Take the big picture view of the blog as an outreach tool for those you hope to serve.
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