Have you ever noticed how when someone gives something to you, you feel an urge to eventually give something back? 

Most humans operate that way – we feel an innate urge to square the ledger. 

That’s one of the reasons why helpful content marketing is so effective. 

If you keep giving to your customers, they’ll feel this instinctive urge to give back to you, in the form of spending money with your business or referring customers to you. 

That’s not to say they’ll repay the favour immediately. But if they feel like they’ve been constantly taking from you, sooner or later they’ll want to return the favour.