You Have No Idea How “Sticky” Candy Can Get…

Recently, I made a purchase from Sweetwater.com, which is an e-commerce store specializing in professional audio gear, music instruments, and other similar equipment.

Now, I wouldn’t be telling you about this have I not noticed something strange…

In addition to receiving the product I have ordered, I also found a packing certificate, candy, a magazine, and a catalog inside the same box.

Yes, you heard me right… I said candy.

Here is a picture I took right after pinching myself:

The packing certificate was an unusual one. It had two signatures of the members of my “personal shipping team.”

By the way, I had no idea I had my personal shipping team!

The packing certificate contained important information such as Frequently Asked Questions related their return policy.

Here is a picture of the area which had the signatures:

It might be difficult to see, so here is what it says:

Packing Certificate from your Personal Shipping Team

Thanks for giving us the opportunity to serve you! We’ve done our best to make sure that the shipment has reached you on time and in perfect condition. We look forward to assisting you again soon.

Packed by _________________   Double-checked by _________________

And of course the magazine that I did not order. Yep, they also sent me a free copy of the “M” magazine with Willie Nelson on the cover.

Here is a picture of their products’ catalog and the “M” magazine:

Alright, by now you are probably asking yourself, “Why is he telling me all this anyway?”

I’m telling you all this because this is a great Stick Strategy in action…

You see, it’s good to get customers, but it’s even better to keep them. First impression is very important. Depending on how you position yourself after that very first sale, your customer will either never come back or will buy from you again and Again and AGain AND AGAIN… you get the picture.

Surprise Candy In The Box

In this particular example, I received candy with my purchase… when was the last time this happened to you?

It never happened to me before, so I’m going to remember this company just for this reason alone.

They surprised me with something small and insignificant (cheap candy that I did not expect), which made a big impact on me and separated them from dozens of other e-commerce stores selling the same kind of products.

At this point I don’t know much about the other products that they offer and their quality, but when I need audio equipment in the future, I will make sure to check them out first.

Packing Certificate from “my Personal Shipping Team”

I know, in the back of my mind, that someone out there must be putting the product I’ve ordered into a box, putting the right postage information, and sending it to me. However, I never found out who they are and I’m not even talking about getting a piece of paper personally signed by them.

Are saying that someone actually cares about my order and makes sure it is packed correctly. Plus, there is even another person who double-checks?

Do you smell Utopia?

If you have not noticed it already, this is another genius Stick Strategy in action.

Or like some marketers say, “Sticking the sale.” Meaning, over-delivering to minimize the refund rate.

I think this is much more long term strategy than just “sticking the sale” because it separates you from the competition and let’s the customer know that you really care. This will increase your Value Per Customer turning, for example, a $50 purchase into hundreds of dollars in future purchases.

Free Magazine and Products Catalog

Free candy wasn’t enough, so they decided to include a free magazine?

I have no idea if they included a free magazine along with the products catalog on purpose or just because they could.

But, what I know is that almost everyone likes “looking through magazines.” You probably have heard that exact phrase being used by others. That’s exactly what you will most likely to do with the Products Catalog after you are done “going through” the magazine.

There are no scientific tests that I know of which test this, but what I’m saying is that the customers are more likely to open the Products Catalog if came with a magazine (or something similar). Keep in mind that I’m assuming all this and it may not work every single time.

Plus, if you are like me, you will not throw away the magazine immediately. You will put it on the coffee table so that you can read it later. Guess what’s going to happen with the Products Catalog? You are right, it’s most likely to stay with the magazine.

2 Stick Strategies and The Rule of Reciprocity

I’ve just shared a couple of good Stick Strategy examples in action. Hopefully these assisted you to take another look (shift your perspective) at how you deliver your products.

If you’ve read Cialdini’s book “Influence: The Psychology of Persuasion,” then you probably know that these are also good examples of The Rule of Reciprocity in action. (Chapter 2 – Reciprocation: The Old Give and Take.. and Take)

It’s one thing knowing it, but it’s another to actually put it into action.

I told about the candy in the mail to a pretty known marketer and what surprised me was the fact that he tried to see how he can implement it in his business. He contacted his warehouse shipping team to see if this would be possible and how. Within a couple of days I got an email from him saying this would be really easy to do.

It’s exciting to see an entrepreneur putting information to action almost immediately.

If you got any ideas after reading my story, then I urge you to implement as soon as possible. After all, that’s the fastest way to find out if something is going to work for you or not.