A Call To Arms - Let's Over-Deliver, Marketing Mavens!

As a savvy marketer, you already know that repeat customers are the mainstay of your business. We don't know if you are old enough to remember the old Carnation slogan - contented cows give better milk - but that certainly applies in improving your online word of mouth marketing strategy.

So what's the deal with over-delivering? It always starts with an under-promise. You want to tell the truth, the truth, and nothing but the truth, so may God help you as you try your best to be as reasonable in your description of product features and benefits. Don't belt it out in terms of commitments - RESTRAINT is the key word. Promises will only break a customer's heart - what they need are extras, freebies, treats, whatever you want to call those add-ons you can offer customers free of charge with added value. Next, work hard to deliver something better than what you have promised. Finish it off with the one-two punch of top-notch quality and more features/benefits than what the customers initially expected.

Chances are you already have a well-structured customer base that can easily be contacted. So what are you waiting for, kids, let's over-deliver! Because your customer has just received a top quality product and maybe one or two bonuses from you as downloads, why not send another unexpected bonus later in an email. You can wait a few days before emailing your customer(s) that value-added link related to your product. This can be done multiple times over several weeks or months. Make sure every email you send includes a short "thank you" message where you explain that the bonus is your way of thanking them for their continued business. This tactic really enhances customer satisfaction and spreads goodwill. You can space out the delivery of each bonus so your customers can fully enjoy each one, one at a time. If you send all of the bonuses at once, the customer may just download them on his hard drive and never look at them at all. Not a good way to get your information out there.

Another way you can keep your customers on their toes is by sending your post-sale bonus and explaining that they should expect another bonus in a couple days or weeks. Your new customer begins expecting your emails, and is much less likely to ask for a refund. After all, if they cancel their order, what bonus can they possibly expect?

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