The single best word in advertising is free. So give freely and reap the rewards.

If you are a hairdresser and need new customers, don’t sit in the salon doing nothing. Hand out business cards, give free haircuts and show your expertise.

If you are a black belt, offer free self-defense clinics at factories, schools, fairs and anywhere else that will let you.

If you are an artist, donate one afternoon a month to teaching at the children’s hospital.

Look for ways to say, “free� and keep giving.

When you give with positive intent, you don’t have to worry nor should you be worried about the benefits. You will feel good. You will feel appreciated.

There is a universal human law of reciprocity. When you give something to someone, that person feels oblig­ated to give something back. It could be new business. It could be media attention. It could be a testimonial let­ter. It could be a heart-felt “Thank you.�

The Example of Wal-Mart

Here is the ethical behavior expected from those who work for the world’s largest retailer, Wal-Mart:

1. Follow the law at all times.
2. Be honest and fair.
3. Never manipulate, misrepresent, abuse or conceal information.
4. Avoid conflicts of interest between work and personal life.
5. Never discriminate.
6. Never act unethically, even if someone else tells you to.
7. Never ask someone to act unethically.
8. Seek assistance if you have questions about ethics.
9. Cooperate with any investigation of possible ethics violations.
10. Report ethics violations.

BillFitzPatrick.com, The Action Principles

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