Bernadette Jiwa has just published her new book, The Fortune Cookie Principle: The 20 keys to a great brand story and why your business needs one.
It’s full of inspiring stories about what makes businesses unique (and successful) in today’s supersaturated markets. Here’s an excerpt.
Fortune cookie photo via SodaHead
The best confirmation email ever written
When Derek Sivers first built his business CDbaby.com, he set up a standard confirmation email to let customers know their order had been shipped. After a few months, Derek felt that this email wasn’t aligned with his mission — to make people smile. So he sat down and wrote a better one.
“Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed on 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!”
— DEREK SIVERS, ANYTHING YOU WANT
The result didn’t just delight customers. That one email brought thousands of new customers to CD Baby. The people who got it couldn’t help sharing it with their friends. Try Googling “private CD Baby jet”; you’ll find over 900,000 search results to date. Derek’s email has been cited by business blogs the world over as an example of how to authentically put your words to work for your business.
The Fortune Cookie Principle is available to buy as a paperback and for Kindle:
“This should be the next book you read. Urgent, leveraged and useful, it will change your business like nothing else.”
— SETH GODIN
A few other book recommendations here.
Update: 20 June 2013
Interesting thoughts from Bernadette about working with a publisher versus self-publishing.