Alice in InfoLand

Turn strangers into friends.
Turn friends into customers.
And then… do the most important job:
Turn your customers into salespeople.”
—Seth Godin. “Flipping the Funnel” in Small Is the New Big, 2006.
(found via Marylaine Block’s http://marylaine.com/exlibris/xlib306.html )

IOW: you need to support them before they’ll support you.