Throwback: Give More, Ask Less | Ep 568
episodePreviously titled “Throwback: Give More, Ask Less | Ep 892” — renamed by the publisher on Aug 2, 2026
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What strategies can help build goodwill in business?
Welcome back to the game. Today, I have a throwback for you. This episode discusses strategies for building a business without feeling bad about making asks. And so main points are how to give first and how giving first builds goodwill and brand value. And I'll translate that into more tactical stuff. How often to make asks back with actual data. So I think this kind of puts the debate at rest.
How to ask for help without feeling sleazy?
And then finally, how to ask when you know that that's what you need to do. So you wanna make money online, but you don't wanna feel icky or sleazy to the people who know and love you when you ask them to give you money. So there's a good way to do it, and there's a bad way to do it. The good news is I can show you step by step how I got my first 20 clients posting on social media for my personal training business a decade ago, and how I've continued to use that in each company going forward. How you can build brand and goodwill at the same time. And this is a sneak preview for my upcoming book, 100 Million Dollar Leads, which you can check out at acquisition.com forward slash leads. So there was a friend of mine a while back who had a podcast that blew up, like early days podcasts, like it skyrocketed. And very quickly he had millions of downloads and his business started to grow a lot.
And it was almost 100% from people who were listening to his podcast. And so he realized he made an ass during one of his podcasts, he made a lot of money. And what happened was he learned the wrong lesson. he thought, when I make an ask, I make more money. And so what I'll do is I'll just make more asks. And so he did make more asks and he then made a little bit more money and then he would continue to make less and less and less until eventually his listenership dropped and dropped and dropped. And so then it got to the point where he didn't even feel like making them anymore, right? Because it wasn't worth it. Because he had lost the goodwill of his audience. And so,
What is the give to ask ratio?
The key point I'm gonna talk about today is mastering the give to ask ratio. Now, you obviously have to have an audience, which I talk about at length in $100 leads and other content that I make, so I'm not gonna get into that part. I'm just gonna talk about mastering how much to give versus how much to ask. Gary Vee popularized the whole concept jab jab jab right hook right which is the idea of giving giving giving and then asking right not take but ask the good news is that this ratio has been incredibly well studied why because the biggest media companies in the world want to be able to ask on their platforms as much as humanly possible without losing viewership listenership audience on television for every 47 minutes
content there's 13 minutes of advertising all right so you think about that as it's almost like a three to one ratio between how many ads three and a half to one between how many ads there are and how much content there is if you look on Facebook Facebook it's every four posts there's one ad right so four and then one four and then one what I want to do is give you my slight tweak on the give give give ask concept Instead of give, give, give, ask, I'd like to just change it to give until they ask you. You can just consistently give and give and give. And then only when someone reaches out to you to say, hey, how can I find out more? How can I work more closely with you? How can you do this? Can you help me out, et cetera? Only then do you sell.
And my personal preference here is actually to give in public and sell in private. Whenever you give, you deposit goodwill into the audience, right? And it basically precedes reciprocity because From a persuasion perspective, if you give someone something first, they're far more likely to comply with your request later, right? And so the idea is that you force people to get favors from you at scale by providing good stuff that builds goodwill that later when you do make an ask, many people feel obligated just through social construct to comply. When someone helps us, we feel indebted to them and we want to help them back, right? That's how society works. But with media, we can do that at scale.
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Chapters
6 chapters
1
What strategies can help build goodwill in business?
0:00–0:22
2
How to ask for help without feeling sleazy?
0:22–1:43
3
What is the give to ask ratio?
1:43–7:46
4
Why is building an audience important?
7:46–9:13
5
How to integrate asks into your content effectively?
9:13–12:02
6
What is the cost of making an ask?
12:02–14:01
Speakers
1 identifiedMore from The Game with Alex Hormozi
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