A Two Word Strategy for Guaranteed Results

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Over deliver.

Seth Godin recently came out with a book titled Linchpin.  If you don’t know the story of how Seth came out with the book it’s worth a read.  To make a long blog short, he offered a free copy of his book in exchange for a minimum donation of $30 towards the Acumen Fund.  Within 48 hours this offer raised $108,000.

There was one slip up, for the people who took advantage of this offer living in Canada, the book wasn’t delivered on time.  Roughly two weeks late, my copy arrived.  I’m sure some people weren’t happy about the late delivery but it was the next event that really took me by surprise and made up for the late delivery. Just last week I receive a similar package in the mail, it’s another copy of the book.  Inside the front cover lies a note from Mr. Godin that offers this second book as a reward for my generosity and that I must now give it away as a present.

I was smiling from ear to ear for the remainder of the day.  Sure it must have cost Seth double the money to send two books, but I think to him having me tell this story is worth it.

If you want guaranteed results from your next marketing strategy, determine what your customer’s expectations of your product or service are, then surpass them.  The proof will be in the story they tell.

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About the Author

Hi, I'm Jeph. I love helping people make smarter business decisions. I help companies stand out. I consult, speak, facilitate and do project work on new marketing strategies (word-of-mouth, customer service, and social media). My consulting company is JephMaystruck.com Research & Consulting. The marketing industry is changing very rapidly and the only way to stay on top of it is by a philosophy of continuous learning. Do you have an information strategy? Are you learning faster than the world is changing? If not, we should talk. Learn more here: http://jephmaystruck.com/marketing-strategy/ Follow me @JephMaystruck

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3 Responses »

  1. Genius!

  2. I ordered my copy and still haven’t got it yet. However, I did receive this “second copy” today. I plan on passing it along and waiting for my copy to arrive. Ah – international postage – we never get along.
    Excited to read it!
    .-= Matt Corker´s last blog ..{Video} Adding some style to your suit =-.

  3. Good story! I can’t help but think about your post about the church a few months back. I think that Godin understands what “church” is supposed to be. We’ll have to talk about it when you get back.

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