Weekend Reading: “Giftology” by John Ruhlin

As we find ourselves in the midst of the holiday gift giving season, for the 154th episode of The Marketing Book Podcast, I interviewed John Ruhlin, author of Giftology: The Art and Science of Using Gifts to Cut Through the Noise, Increase Referrals, and Strengthen Retention

“Radical generosity,” as Ruhlin calls it, is the against-the-grain secret weapon of real influencers, and it will allow you to boost referrals, retention rates, and ROI like few other strategies.

Some of the biggest “no-no’s” of giving gifts to customers, prospects and employees include…

  • Don’t include your company logo on gifts
  • Don’t give Thanksgiving or Christmas gifts
  • Don’t give food or wine

The book explains why those and other approaches are problematical as well as how best to maximize the value of your gifts to the recipient.

The concept of Giftology goes far beyond invoking a warm, fuzzy feeling. There’s a life-changing advantage to treating people well and developing an attitude of gratitude–the added bonus comes from seeing it positively impact your business’s bottom line.

A bit more about the book…

Douglas Burdett

Douglas Burdett is the Principal of Artillery, a B2B marketing agency and is host of The Marketing Book Podcast. He is a former artillery officer, Madison Avenue ad man and stand-up comedian.