I get all sorts of emails, which I really enjoy – not as much hate mail as I used to, mind, which is actually a little disappointing. Some of it was trés amusant.
And I often get lovely little notes, like this one:
“Received my book, choccie bar and lovely lovely card yesterday – wow! So quick and so kind, thanks so much!”
That was in response to my sending a copy of my book out.
See, I could just bung the book in an envelope and send it. Or I could outsource it to my printer or to Amazon (and may do so in future). But I don’t. I create an experience for people who buy or receive my book. I surprise and delight them.
It goes out in a bright red padded envelope (oh how I love a brightly coloured envelope), with a (branded) chocolate bar, a handwritten card, and I sign the book too.
Why do I do this?
Partly because I enjoy it and it makes me smile to do so. Partly because I know people will be just a little bit delighted when they open it. And partly because nobody else does anything like this.
Most books I buy – and I buy a lot of books – come from Amazon. So it’s difficult to package it into an experience. I get that. But a fair few come from private booksellers and from individual business owners, and aside from one or two, they just come as-is. A book. A couple came with a chocolate bar (I started a trend, it seems) but I haven’t yet seen another hand-written note.
When my cartooning is up to scratch, I’ll probably add one of those in the card.
My point is: anyone who gets a book from me will remember who I am and how I made them feel when they opened their little package. Will they all go on to become customers or clients of mine? Of course not. Will some of them? Absolutely. Many already have.
It makes me stand out. It makes me unique.
What makes you unique?
Vicky Fraser is a copywriter, author, and entrepreneur. She really did run away with the circus… but when she’s not swinging from a trapeze, she’s showing other copywriters and small business owners how to work with better clients, make more money, and stop missing bathtimes, first words, and dinners with angry partners. In fact, she wrote the book on it. Get your copy here.
PS I had a few more replies after yesterday’s blog post, and so many people are struggling with this! It’s one of those things everyone thinks they’ve either got nailed or isn’t that important… but it is important. One of the most important things about your business. And most people are mistaken: they don’t have it nailed. Which is a shame, because there are some great businesses out there.
Ooh – one more thing – please don’t say you save your customers time, money, and hassle. It’s like every CEO’s favourite buzzword these days. You can do better than that 🙂