Word-of-Mouth

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Last month, we posted an article with a few tips for how current and/or aspiring artists can adjust their process or products to make their ultimate sale more likely.  But, that’s just half the battle, right? Once you’ve found your audience, you need to figure out how to deliver the work to them in a way that enhances their appreciation of it. So, here are a few tips we’ve found helpful in doing just that.

– Own the process, from soup to nuts. To Prince, the distribution of his music was “not something he felt comfortable entrusting to others.” Don’t outsources unless it’s absolutely necessary. But if it is necessary to employ others at any step in the process, make sure they understand fully the value you place on cultivating a great customer experience and how their work will directly impact it.

– Under promise, over deliver. If a shipment will a week to arrive, say it will take 10 days. Not only does this give you a buffer, but it also produces a great moment of delight for the customer when it arrives before they were expecting it. And, if something goes awry with timing, delivery, etc., communicate it clearly and promptly. Customers are typically very understanding, but don’t often like surprises… especially negative ones.

– Add a little something special. We’ve all torn open a big brown UPS box and felt that familiar letdown when it only contains flea medicine for your dog and some bubble wrap. So, think hard about what you can do to add a little something special to your deliveries. Custom labels, hand-written thank you notes, creative wrapping, and coupons for a next order are a few easy and inexpensive ideas to consider to add a little “Wow!” to your shipments. (Zappos has built a shoe empire on this idea.)

The one rule we’ve found to be absolutely true is that word-of-mouth is the best – and most cost effective! – form of advertising any business can find. And, these small steps can go a long in encouraging your customers to share the good word.

Do you have any tips on getting your products out to the world? Share them below.