It seems fairly straightforward: if you offer something, especially if it's of benefit to your audience, you should make it known. And yet, how many benefits are available to you that you simply don't know about? Probably a lot. But you don't know what you don't know.

Case in point: I called my car insurance company today about renewing my policy. The very efficient and pleasant (almost shockingly so) customer service agent helped me out and informed me that with my policy came various discounts at car rental agencies, oil change shops and even restaurants. What? I had no idea. Turns out that the insurance company is doing a very poor job of showcasing this great benefit. Which leads me to wonder why it bothers negotiating these deals with vendors if it isn't sharing them with customers.

Sometimes a benefit is obvious. And sometimes not so much.