Well, I trust that everyone had happy and safe Fourth of July. Don't ask me how, but I managed to sunburn my hands. We're talking swollen, sore fingers and little water blisters. I was unaware of the sunburned hand phenomenon, and until last night, I was equally unaware as to how uncomfortable it could be. Needless to say, today's post is going short and sweet so I can crawl back under my desk and whimper.

Penny sent me this featured article from Insurance News Net last week and I think it's worth taking a look at. It's all about giving, says author and marketing consultant, John Graham, in order to receive.

Graham presents various giving scenarios, and aptly demonstrates the power of "free," the power of personalizing the purchase and the power of enhancing the purchase, to name a few. For the most part, I really liked the article. Graham seems to understand that today's prospect expects a lot more from goods and services. And if you can't give the prospect what they want—if you can't appeal to the stories today's prospects are telling themselves—I'm sure you have a competitor or two who can step in and help.

Check out the story here and let me know what you think.