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Surprise Is One Of The Most Powerful Small Business Marketing Tools<\/a><\/blockquote><\/iframe><script type=\"text\/javascript\">\n\/* <![CDATA[ *\/\n\/*! This file is auto-generated *\/\n!function(d,l){\"use strict\";l.querySelector&&d.addEventListener&&\"undefined\"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!\/[^a-zA-Z0-9]\/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret=\"'+t.secret+'\"]'),o=l.querySelectorAll('blockquote[data-secret=\"'+t.secret+'\"]'),c=new RegExp(\"^https?:$\",\"i\"),i=0;i<o.length;i++)o[i].style.display=\"none\";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute(\"style\"),\"height\"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):\"link\"===t.message&&(r=new URL(s.getAttribute(\"src\")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener(\"message\",d.wp.receiveEmbedMessage,!1),l.addEventListener(\"DOMContentLoaded\",function(){for(var e,t,s=l.querySelectorAll(\"iframe.wp-embedded-content\"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute(\"data-secret\"))||(t=Math.random().toString(36).substring(2,12),e.src+=\"#?secret=\"+t,e.setAttribute(\"data-secret\",t)),e.contentWindow.postMessage({message:\"ready\",secret:t},\"*\")},!1)))}(window,document);\n\/\/# sourceURL=https:\/\/www.crowdspring.com\/blog\/wp-includes\/js\/wp-embed.min.js\n\/* ]]> *\/\n<\/script>\n","thumbnail_url":"https:\/\/images.crowdspring.com\/blog\/wp-content\/uploads\/2013\/06\/27132430\/crackerjacksurprise.jpg","thumbnail_width":550,"thumbnail_height":300,"description":"It has always been difficult to stand-out in a crowded market. When the products you sell are also available from thousands of other vendors at the same or lower prices, how do you differentiate your business and convince customers to buy from you? Smart companies surprise their customers when customers least expect surprises. When you deliver what people expect, but add a surprise, you can create something unusual. People love surprises. People remember unusual. People talk about unusual. And most importantly, being unique sets you apart from your competitors. Why should you consider adding surprise as a marketing tool in your business? Surprise can create delight and great word-of-mouth Zappos (one of the most popular online stores for shoes) tells customers to expect an order within 4-5 business days. However, Zappos often surprises customers by shipping items to be delivered the next day. Zappos doesn’t charge extra for this service and doesn’t tell customers in advance that it will upgrade their shipping. But customers are delighted when they get their shoes the day after they placed their order. Customers not only talk about their delight on social networks, but also love the experience so much that when they next purchase shoes, they will again buy from Zappos. Want a free brand review?Answer 5 short questions and we will send a custom report with actionable insights and specific actions you can take to build a stronger brand. We just emailed the info to you. Email Address Surprise can be small and inexpensive You don’t need to spend a lot of money or time to create an elaborate surprise for your customers. It’s enough to use your imagination to design a creative and unique surprise. In fact, customers are often surprised by some of the smallest things that you do better or different from others. As reported in Neurosciencemarketing: What does it take to make you happy? Not much. A classic study by psychologist Norbert Schwarz found that\u00a0ten cents\u00a0would do the trick. He and his cohorts repeatedly placed a dime near a copy machine where they knew it would be found. When the subjects who found the dime were surveyed shortly after their discovery, their overall satisfaction with life was substantially higher than other subjects who did not find a coin. You have a similar opportunity to create a positive emotion and associate that emotion with your brand. For example, when a buyer posts a project on crowdSPRING, I email them, thanking them for their business. The email also offers a few tips on how they can get the most out of their project. The email is automated, but I include my email address and direct phone number. Most customers are surprised to hear from a founder, and even more surprised when the founder encourages them to send an email or pick-up the phone and talk to the founder directly. Some customers respond with a thank-you note or a question. Others call. An email from a founder is a small way that.."}