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Word of mouth really is this easy

I make a decent living teaching companies how to do word of mouth marketing.  But I have no idea why anyone pays me — I keep telling everyone that it is EASY. 

Just make people happy and give them something to talk about.

One of my all-time favorites is this simple email Zappos has been sending for years:

Dear Andy Sernovitz,

Good news!

Although you originally ordered Standard (4 to 5 business days) shipping and handling, we have given your order special priority processing in our warehouse and are upgrading the shipping and delivery time frame for your order.

Your order will ship out today and be given a special priority shipping status so that you can receive your order even faster than we originally promised!

Please note that this is being done at no additional cost to you. It is simply our way of saying thank you for being our customer.

Thank you! Customer Loyalty Team

Every time someone gets this email they tell a friend.

RIGHT NOW go find a single, simple thing you can do to thrill your customers.

Email to a friend:

Privacy: We won't save or reuse these emails.


  1. Dean Christesen July 6, 2009 at 9:34 am #

    This made me think about the email CD Baby sends out to confirm your order. It’s sarcastic yet memorable:
    “Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow.
    A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition before mailing.
    Our packing specialist from Japan lit a candle and a hush fell over the crowd as he put your CD into the finest gold-lined box that money can buy.
    We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved “Bon Voyage!” to your package, on its way to you, in our private CD Baby jet on this day, Monday, February 23rd.
    I hope you had a wonderful time shopping at CD Baby. We sure did. Your picture is on our wall as “Customer of the Year.” We’re all exhausted but can’t wait for you to come back to CDBABY.COM!!
    Thank you, thank you, thank you!

    CD Baby”

  2. Christine Morrison July 6, 2009 at 5:50 pm #

    I just got a similar email from Zappos a few weeks ago and like you, I talked about it. A lot, actually.
    As you know, the hard part of making this happen in a large corporation isn’t sending the email, it’s the internal selling of the notion of giving something away for free that we could charge for. Kudos to Zappos for this great example.

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