When you use hype, you pre-set people’s expectations.

They will already enter the interaction with an expectation of being disappointed.

Even if your product is the greatest thing in the world, you lose half of the battle with hype because of the people that came before you who disappointed your listeners.

Way better is to underpromise and overdeliver. Let people find out it was easier than you promised, and more than you said.

Then, your chances are great that a delighted customer will tell their friend and spread your product.

1 < 100

One celebrity pointing to your product from afar is less powerful than getting 100 unknown people to tell a story about how great your product is.

Invalid customer POV

What does your market look like to someone who cares? It ain’t bad to ignore all the people just hurrying by so in order to please the ones who care.

The selfish part of sharing

People won’t share your content because it’s useful or because it’s good, they often share it because it makes them look smart.

We have to tap into that selfish gene if we want our content to spread. For example, a contest with a prize of $1,000 for the person with most votes will get people to share the site and they’ll ask their friends to go and vote for them.

They won’t share because you’re awesome, they might share if sharing makes them look awesome.

The edge on customer service

There are many shoe stores in the world. Most of them are worth nothing.

Zappos, on the other hand, was sold for over one billion dollars. It was just a shoe store but with the greatest customer service of them all. The record was a phone call with a customer that lasted over eight hours.

The philosophy behind it was, if you want to talk to us, we want to talk to you. We trust you.

In the early days of McDonalds you could buy a cheeseburger and a milk-shake, eat half of the cheeseburger and drink half of the milk-shake, and put the cheeseburger in the milk-shake and go to the counter and say: I can’t drink this, there is a cheeseburger in there. They would give you your money back.

Two reasons for this:

  1. McDonalds knew that their employees didn’t have the right training to judge a decision of the customer. The damage they could do was greater than the loss of a few dollars on a customer like that.
  2. “We trust you. Thank you for visiting McDonalds, we’re sorry you had that experience, here is your money back.”

It turns out that trusting someone, increases their trust in you.