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Turn your screw-ups into an opportunity

I pre-ordered a book from Despair Inc. and they ran into a production delay. Here’s how they responded:

As an apology, we’ve decided to include an extra copy of the book for every copy you pre-ordered. We’re very sorry about the inconvenience- but hope that freebie books is considered an adequate compensation for the hassle.

It’s more than just a nice apology — it’s smart.

Everyone who pre-ordered is probably a fan. Who will be getting a spare copy of the book. Which they’ll give to a friend.

Despair turned an error (which customers probably wouldn’t have noticed) into a a fantastic word of mouth opportunity.

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