But the thing that always grabbed me most and held me tighter than a pit bull's jaws on the local mailman, were gumball machines. Oddly enough, however, it wasn't the gum that I wanted but the prizes. The smorgasbord would change from store to store. It might be stickers in one, mini-helmets in another, wads of slime in the next, and bouncy balls in the last. Between these machines and cereal boxes I begged my Mom to buy, I must have spent the equivalent of Egypt's GNP in my youth.

What is it that draws us? Is it the lure of something free? Are we victims of a gimmick? Or is it packaging and the fact that we can't get in? Once we've got it, the interest usually lasts about 20 minutes... unless you were willing to throw in a little good old-fashioned imagination. I remember having entire wars with myself, complete with opposing sides, individual battles and signed treaties with plastic army men and guys outfitted with thinly veneered parachutes.

My point... what was it again? Oh yes. Be sure that whatever you're offering is not only genuine, but with a hint of the mysterious and exciting too.

For more on offering something extra, check out Seth Godin's Free Prize Inside.