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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