Creating Goodwill by Adding Value

When it comes to business and personal branding, few things are as powerful as goodwill. It’s the invisible currency that makes people trust, remember, and recommend you. But goodwill isn’t something you can buy or demand—it’s something you earn. And the best way to earn it? By adding value without expectation.

When you consistently provide value, you become more than just another name in a crowded market. You become a person of interest—someone others seek out, remember, and want to do business with. Let’s explore how adding value creates goodwill, positions you as a person of interest, and helps you build a personal brand that keeps you top of mind.

1. What is Goodwill?

Goodwill in business refers to the positive perception and trust you build through authentic, value-driven interactions. It’s the emotional equity you earn when people feel helped, understood, or inspired by you—without feeling like they’re being sold to.

• Why It Matters: People are more likely to engage with and buy from those they feel goodwill toward.
• How It’s Built: Through genuine, consistent efforts to add value to your audience.

Example: A consultant who regularly shares actionable tips on social media creates goodwill with potential clients who feel supported and educated—long before they ever inquire about services.

2. Adding Value: The Core of Goodwill

Adding value means giving your audience something useful, insightful, or entertaining without immediately asking for something in return.

• Why It Works: People appreciate and remember those who help them solve problems or achieve goals.
• Ways to Add Value:

Example: A real estate agent who posts weekly videos explaining market trends adds value for homeowners, creating goodwill and becoming the go-to expert when it’s time to sell.

3. Become a Person of Interest

When you consistently add value, you naturally become a person of interest—someone others pay attention to and seek out for advice, insights, or services.

• Why It Matters: In a noisy, crowded market, attention is a scarce resource. Becoming a person of interest ensures you stand out.
• How to Do It:

Example: A financial advisor shares practical budgeting tips on LinkedIn and regularly answers questions in the comments. Over time, they’re seen as a trusted resource, earning more inquiries than competitors who only post promotional content.

4. Standing Out in a Crowded Market

Markets are more crowded than ever. No matter your industry, chances are there are dozens—or hundreds—of others offering similar services.

• Why It Matters: People have endless choices. Standing out requires more than just a good product; it requires being memorable, relatable, and valuable.
• How Adding Value Helps:

Example: A marketing professional runs a newsletter with quick, actionable growth hacks. Their readers consistently learn something new, making them more likely to choose that professional when they need marketing help.

5. Building a Personal Brand That Warms People Up Over Time

A strong personal brand doesn’t happen overnight. It develops through repeated, positive interactions that help people feel like they know, like, and trust you.

• Why It Matters: People rarely hire or buy from someone they just met. They need time to feel comfortable and confident in their decision.
• How to Do It:

Example: A coach shares behind-the-scenes stories about lessons they’ve learned, answers questions in their DMs, and offers a free worksheet. Over time, their audience "warms up" to them and starts booking discovery calls.

The Formula: Value → Goodwill → Interest → Trust

Add Value: Provide useful content or help.

Build Goodwill: Make your audience feel supported and understood.

Become a Person of Interest: Stand out by consistently adding value.

Create a Personal Brand: Stay consistent so people warm up to you over time.

Give First To "Earn The Ask"

Goodwill isn’t built through clever sales pitches or flashy marketing—it’s built through consistent, authentic value. By giving before you ask, you not only attract more people but also build deeper, more meaningful relationships. And as you continue to show up, help, and engage, your personal brand will grow, positioning you as the go-to expert in your field.

Make A Big Impact With Your Marketing On A Small Budget When You #DropSomeHEAT

Discover the H.E.A.T. Method, a powerful strategy that combines Humor, Education, Adding Value, and Trust to help your audience "warm up to you over time." With this approach, you’ll turn casual introductions into lasting connections.

Learn more about the H.E.A.T. Method here.

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- Alan Stern

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