Just about the first thing anybody says about my puppy Izzy is “Look, she has a white paw!” Since she’s mostly black and dark gray, that little white front paw really stands out.
Why is it so cute? I think it’s the charm of the unexpected. In business, it can be a killer way to be memorable to your customers.
How can you charm your customers?
In Guy Kawasaki’s book Enchantment he writes, “When you enchant people, your goal is not to make money from them or get them to do what you want, but to fill them with delight.”
Most likely, it’s the little things a business does for their customers –
Like when the Grease Monkey tech leaves a carnation on my dash when I pick up my car after an oil change. I don’t particularly like carnations, but it’s a little thing that makes me smile.
Like when there’s free shipping for returns.
Like when a restaurant gives you a discount because your kids are so well-behaved.
I haven’t finished reading Enchantment yet, but it’s already given me a bunch of new ideas to implement for my business. Check it out.