We have a tendency to demonize selling. The idea of it conjures up less-than-pleasant experiences we have all had with some third-rate sales associate trying to push something on us that we don't want. Like a timeshare (shudder).

But every brand has to generate buyers in order to survive. The thing is it doesn't have to be a necessary evil. If done genuinely and empathetically, it can shift from feeling like some high-pressure boiler room to actually feeling like you're receiving invaluable help.

In fact, offering invaluable help is arguably the most potent way for your brand to sell. Here's why:

• It puts your prospects at ease

• It actually offers value instead of some hyped-up pitch

• It increases the potential of your prospects sharing the help you gave with everyone they know generating powerful word-of-mouth exposure

• The goodwill it creates gives you a good chance of those prospects becoming advocates and even evangelists for your brand

• It will stick with your prospects long after they forget your sales pitch

How to serve by offering invaluable help

What does your brand have that your prospect would find invaluable? Is it knowledge? Maybe a tool? I've found that there are rich resources within every organization. Those resources just need to be leveraged. Do you have a subject matter expert in your organization? Interview her. Then use that interview to create something useful. Create a guide. Record the interview and offer a series of short tip videos. There are all kinds of possibilities.

Here are some of the inspired ways that other brands are winning hearts by sharing.

Tutorials

PremiumBeat is a company that sells music tracks for video creators. They could simply offer information on using music in your video edits. But the company goes further to offer a myriad of tutorials covering a multitude of aspects of video editing. The tutorials are incredibly useful. And even fun (if you like to edit video). By generously sharing, the brand becomes recognized as a valuable resource and earns a place in the heart of its prospects.

Guides

Getting a home mortgage can be intimidating. After all, it is the largest purchase most people make. And if you've been through the process, you know it can be complicated. This is fertile ground for a brand to step in and help explain what to expect and what to look for. In simple language. And in a format that feels engaging. That's exactly what I helped a bank do. Check out their guide, "Borrowing Like A Boss".

Tools

I love the augmented reality tools that brands are starting to adopt. Flooring companies offer apps that allow you to take a picture of your room and then see what it would look like with the carpet or wood floor of your choice. Furniture sellers are using the technology as well, allowing you to place a chair or sofa in your room so you can simulate what it will be like in your space.

These are just a few examples of how serving can endear prospects to your brand. Ready to give it a try? An easy way to start is to think about what questions your prospects have. What challenges do they struggle with? What opportunities exist that they may not be aware of?

Identify those needs and then match up your expertise, knowledge, technology, and more to build something that will create surprise and delight through the help it offers. Serve that up and watch what happens.