The Power of a Moment

The Power of a Moment! Being remarkable or memorable with your clients is always tough but giving your business a personality can have tremendous ROI!

Let me take you back to the early 2000’s when dot coms were the hottest thing going.  CD Baby was a profitable e-commerce company in the CD distribution business.  One day, the CEO realized the that the shipping email when you bought a CD was boring and incongruent with the mission of the company. It read, "Your order has been shipped". He decided to take the next 20 mins to re-write their automated shipping email from the standard. He changed it to this,

"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, Friday, June 6th.  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!!

The point being, that one silly email with every order created a connection with their customer base. They felt like they were dealing with someone on the other end and as a result that shipping email was shared and posted and blogged about creating a massive amount of buzz. When you think about how to make your business bigger you have to look at the tiny details as well. Big Picture and Small Focus…One is about finding the right direction and the other is about finding the right action!