Some principles apply to almost all businesses, regardless of your industry.

One of them is what I like to call the Plus One Principle.

I’ll give you an example.

I buy my coffee beans from a specific coffee shop each month. They offer me a free cup of coffee with each bag I purchase.

My monthly ritual is to grab a bag on the way to the dog park in the morning. The free coffee is extra appreciated when I do. It means I have a nice cup of coffee to enjoy while I wait outside in the cold for my pup to expel her energy.

I used to buy coffee beans from the shop down the street, but this place became my go-to after a few visits.

Why? Because they offer a Plus One. A bonus on top of the fair value I paid for. How could I not?

I’ve never encountered another coffee shop that does this. I’m sure others do, but that doesn’t matter. It’s generous and it stands out in my mind.

It costs them next to nothing, but the bonus gives it a slight edge over other coffee shops in my mind.

I leave feeling like I got more value than I paid for. Because of this, I almost feel the need to reciprocate!

I’m much more likely to recommend them to a friend (or talk about them in my articles). A great customer experience adds up to great marketing.

So what can you do to offer a Plus One to your members?

It may mean the difference between a member and a non-member.

A satisfied member or a delighted one.

A referral or no referral.

How much is that worth to you?