A bribe can nearly always be described as a Very Bad Thing.
There are exceptions. One is the bribe I offer my 4-year-old daughter (10 minutes of cartoons) to get her to sit down and clean her teeth before school.
Another is the bribe you offer visitors to your website to encourage them to sign up to your email newsletter.
Okay, so you may call these Lead Magnets, but ‘good bribes" is what they really are.
I am not against these in any way. In fact, I recommend using a lead magnet every time you want a visitor to your website to part with their email address (or any other information you might be after).
The big problem for most businesses is: what on Earth will encourage people to sign up?
Picture the scene: You're on your way to work on the Underground, sipping on a latte, dreading the boring Management Team meeting that afternoon.
Then a commotion breaks out ahead.
You can't see what's happening, but people start running. They run past you and back up the stairs, terrified looks stretched across their faces.
What do you do?
Does your curiosity get the better of you, compelling you to venture in the other direction? Or do you turn tails and run as fast as your feet can carry you?
Most people would choose the latter. Most people know that when everyone else seems to know something that they don't, it's a safe bet to follow the crowd.