Buckets of Love - why radical generosity is your most powerful marketing strategy
On connection, giving, and how business is more personal than ever.
Hello again, and a warm welcome if you’re new here.
In the last newsletter, we explored the subtle Signs of Life that build trust on your website. This time, I want to go deeper into connection, and why, in a world overwhelmed by noise, radical generosity might just be your most powerful marketing strategy.
As Sharon and I put the finishing touches to our upcoming State of Marketing research report, one insight is crystal clear:
So many people are struggling to connect and resonate through their communications and marketing right now.
The options are overwhelming. The clamour is exhausting. We’re surrounded by a sea of sameness.
And yet… what still cuts through?
The smallest, most human gestures.
Which brings me to a personal story — and a slightly ridiculous outfit (as you can see in the photo of me and my sister above!).
What a music festival taught me about connection
At the end of May, I headed off to Shindig Festival with my siblings and friends. Each year has a Saturday night theme. This time it was a challenge: Love is the Answer.
After much deliberation, my ever-creative sister had an idea:
“What if we don’t dress up as love… we be love?”
So, feeling more than a little ridiculous, and carrying a sequinned red bucket filled with sweets, stickers and hand-written poems, we stepped into the crowd as unofficial love ambassadors.
People reacted suspiciously at first. But then something amazing started to happen.
Handing out little gifts from our bucket broke down barriers. What we received in return were tears, stories, hugs, and connection. Real connection.
And all of that magic?
It was sparked by giving – with no agenda, no pitch, no reason at all.
👉 Buckets of Love – A story about connection, generosity and business
In business, as in life…
I think we are starved for connection.
We’re trained to give but only if we get something in return.
We “gate” content. We trade value for data. We give, but we expect.
But real trust and resonance come from what I’d call radical generosity – or what Buddhists call dāna: the practice of giving without expecting anything in return.
“When you give expecting something in return, it is not dāna — it is a trade.”
“Generosity brings joy in every stage — when you think of it, when you prepare it, and when you give it.” – The Buddha
So here’s my gentle challenge:
What’s in your bucket of love?
What small, genuine thing could you offer your audience that says:
“This is for you. No catch.”
On the connecting power of handwritten notes
If you liked Buckets of Love, I think you’ll enjoy this short piece from my client Andrea Howe — on the power of simple, handwritten thank-you notes.
👉 Set your egocentric bias aside and try this relationship-building practice
Try it with your clients or contacts.
So simple. So easy to overlook. So powerful.
Can we use AI to help us to connect?
Like many of you, I’ve been thinking deeply about AI – its ethics, its impact, and its possibilities.
What does it mean for our writing?
For our relationships?
For our ability to connect, for real?
Can we use it mindfully, as a support, not a shortcut?
To enhance our voice, not erase it?
That’s exactly what Kerry Harrison is exploring. She’s a writer, yoga teacher, and thoughtful guide on using AI with care and integrity. She’s also a client of mine, and I’m a big fan of her work.
I’ve signed up for her small-group workshop in September — and I’d love for you to join me.
AI the Write Way
📅 Wed 17th Sept | 🕤 9.30am–1pm BST | Online
A half-day course for small business writers who want to work with AI without losing what makes their writing truly theirs.
👉 More info and to book
Use code VALUABLECONTENT10 for 10% off.
If you're curious but cautious about AI, this is a brilliant place to start.
Final thought
“We long to connect, all of us. We long to be noticed, to be cared for, to matter.
Generosity is the invisible salve on our wound of loneliness – one that benefits both sides, over and over again.”
— Seth Godin
The smallest gestures can open the biggest doors.
And sometimes, a simple act of generosity reminds someone they’re not alone.
That’s connection.
That’s content that matters.
Warm wishes,
Sonja
www.sonjanisson.co.uk
PS
I’ve just finished On Connection by Kae Tempest. Have you read it?
It’s a profound and beautifully written essay on how we can combat alienation through creativity.
As soothing as a sea swim on a baking hot summer’s day, I’d highly recommend it if you feel overwhelmed and numbed by the world right now.
(Thank you for the gift of this book, Sue Bush.)
If you’d like to work out how to connect better through your content, I’d love to help:
Join Content Writing Club – A friendly space to write, reflect, and connect. Our next session is on Thursday 17th July at 2pm BST.
Book a Valuable Content Coaching Session with me – A one-to-one deep dive to help you get clear and confident with your message and content.
Looking for a keynote or workshop that inspires more valuable, human content?
I’d love to speak at your next event and share how valuable content builds trust, sparks connection, and wins you loyal advocates.