# Relationship Marketing **Domain:** Marketing / Trust **Doc Type:** Concept Node **Maturity:** Developed ## Definition **Relationship Marketing** is the practice of earning attention and commercial opportunity through sustained usefulness, reciprocity, familiarity, and trustworthy conduct. ## Mechanism and Practice A relationship cannot begin with extraction. Value offered before the request gives people time to observe consistency, understand the work, and choose future participation without pressure. ## Relationships - **Related concepts:** [[wiki/Trust|Trust]] · [[wiki/Audience Development|Audience Development]] · [[wiki/Social Capital|Social Capital]] ## Simple Reminders, Quotations, and Thoughts > “A good new neighbor arrives with a gift basket and a warm introduction, long before asking any favors. Social media works the same way: showing up with an outstretched hand and a stream of sales pitches feels gimmicky. Giving value first and letting people observe over time builds the trust that later makes business possible.” > **— Bryant McGill**, *Business Etiquette, Trust, and Knowing Your Value - Livestream (Oct 2015)* [[reminders/Reputation/Give Value Before Asking for the Sale by Bryant McGill|Give Value Before Asking for the Sale by Bryant McGill]] > “Asking new followers for sales or sign-ups too soon is like a new neighbor knocking only to borrow money. Giving value first, and for a long time, earns the right to ask later. Generosity is the foundation of every durable online community.” > **— Bryant McGill**, *Social Media Success Through Trust, Platform Control, and Organic Reach - Livestream (Sep 2015)* [[reminders/Reputation/Generosity Earns the Right to Ask by Bryant McGill|Generosity Earns the Right to Ask by Bryant McGill]] > “Many small businesses treat social media as a resented obligation that adds cost without adding customers. That resentment shows in every post. Approached as a relationship, the same tools become a source of trust, referrals, and loyalty.” > **— Bryant McGill**, *Social Media Is Social Through Reciprocity, Usefulness, and Service - Livestream (Apr 2016)* [[reminders/Social Capital/Treat Social Media as a Relationship by Bryant McGill|Treat Social Media as a Relationship by Bryant McGill]]