Last week I placed an order for a printed newsletter. I don’t particularly like printed newsletters, I prefer reading on the computer and having it where I can re-read it easily. So, the truth is, that if the content lives up to its billing, I’ll read this one, but I didn’t really order it it for the content either.
I ordered it because I couldn’t resist the bonus. The bonus for ordering included a piece of software that I wanted and it was cheaper to order the newsletter and get the bonus than it was to just order the software.
I always like getting packages in the mail, even when I know what is in them. Today I received 2, one that I knew the contents of and this one, a bit larger. I was pleased to see it included the 2 bonuses, including that piece of software. And that was it.
There was no note. No receipt. Not even a return address.
Top marketers know there is something called stickiness. Whenever you ship an item, include something that will surprise and delight the recipient. You don’t ever want him to take you up on your money back guarantee. For instance, I recently had a customer order a piece of software from me. Between here and Australia, the USPS managed to lose it. Since I didn’t want to refund his money, I sent him another piece of software as a free bonus and as a thank you for his patience.
It wasn’t my fault, but the customer doesn’t care. Don’t miss an opportunity to be nice, appreciate your customers, and say thank you. Even when you are already giving them something for free. You probably did that to build the relationship in the first place.
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