When you make something funky, goofy, smelly, odd, or unexpected, you can create something worth talking about. Here are a few ways smart marketers are doing it:

1. With their gift cards
2. With their staff
3. With their spokespeople
4. Check it out: Websites Like

1. With their gift cards

Why do all gift cards look same? At Austin’s STAG clothing retailer, theirs are wooden coins with their value stamped on them, wrapped in a pouch, and presented in a wooden box. They’re so cool, you almost don’t want to spend them. By making them so remarkable, STAG has turned the lazy gift card into a truly special present to give a friend.

The lesson: When was the last time you told someone about a gift card? How can you make yours worth sharing?

2. With their staff

More than anything you do, the people you hire are your biggest opportunity to do remarkable things and be unique. At Nashville’s The Cookery, owner Brett Swayn is taking full advantage of this by hiring the homeless. Through his nonprofit restaurant, he’s hiring and training them in culinary skills — skills they can use to go on to get other jobs in the industry. And in doing so, he’s also creating a one-of-a-kind restaurant experience that lots of people are talking about.

The lesson: What’s unique about your culture and the people you hire? How can you help them get customers talking about you?

Learn more: WSMV.com

3. With their spokespeople

A lot of brands drop heaps of money on big-name spokespeople, but few are as memorable as the trees German nonprofit Oro Verde used. That’s right, trees (which turned out to the perfect spokespeople for their rainforest-saving project) were given signs that said things like, “Need money for my family in the rainforest.” The super-simple program gave the 10-employee Oro Verde an instant army of volunteers collecting donations around Germany — and doing it around the clock.

The lesson: Instead of telling the story for your fans, customers, or people in need, what could you do differently to help them say it themselves?

Learn more: CreativeCriminals.com

4. Check it out: Websites Like

Want to find more sites like the sites you like? Use this simple search engine to quickly discover new places on the web like the ones you already
love so much.

Check it out: Websites Like

The more people you get through your door, the more chances you have to earn new fans, customers, and conversations. A few opportunities to do it:

1. To take a nap
2. To learn something
3. To save them a trip
4. Check it out: Black & WTF

1. To take a nap

Get people in the door by giving them a unique experience they can’t get at other stores. At New York’s Coco-Mat — makers of handmade mattresses – they invite you to stop by, get lunch (they serve it every day), and even take a one, two, or three-hour nap. And the best part: There’s no catch. You’re welcome to leave without buying anything and there’s no pressure. And it’s all because, as founder Paul Efmorfidis says, when it’s time to invest in a mattress customers will think of them first (and he guarantees they’ll tell friends about the napping experience).

The lesson: You already sell great stuff — so what can you do in your store to encourage customers to come in, try it out, and tell a whole bunch of friends about it?

Learn more: Daily Mail

2. To learn something

Brick and mortar stores have a huge advantage over the online folks: A venue to host real-life events. Go to any REI store, for example, and they’ll have an amazing list of outdoor and athletic-themed classes you can take. Some have a small fee, but most are open to the public at no cost. This fantastic program means each and every store is more than just a place to buy stuff, they’re a place for outdoor enthusiasts to learn something new and meet others like them.

The lesson: Giving fans and customers a chance to learn something useful (and not just buy something) is a great way to get them through the door.

Learn more: REI

3. To save them a trip

One way to get more people in the door is to save them a trip to somewhere else. A partnership between Marco’s Pizza and Family Video is doing just that. In more than 350 Family Video stores, Marco’s is opening a pizza shop. Walk-in customers are able to place a pizza order while browsing for a movie, and folks in a rush can call ahead for both. It’s a great partnership that helps both Marco’s and Family Video — because as great as Netflix and Hulu are, they still can’t get you a pizza.

The lesson: A smart partnership can help you keep happy customers coming in by pulling off something your competitors just can’t do.

Learn more: PSFK

4. Check it out: Black & WTF

Check out this great blog of old black and white photos that prove we were taking goofy pictures long before the internet age.

Check it out: Black and WTF

Everything is updated and improved, but it’s still the classic book that will help you master the art of word of mouth.

To celebrate, we’re giving away the first chapter and, if you buy the book this week, we’ll send you our 16-page Word of Mouth Workbook. (Details here.)

And as a preview, here are a few of the great word of mouth stories featured in the book:

1. Potbelly moves to Austin
2. The Saturn Family Reunion
3. FreshBooks’ trade show brilliance
4. Steve Jobs creates the perfect topic
5. MCI helps friends help friends
6. Maker’s Mark’s ambassador program
7. Southwest Airlines does all the little things
8. White Castle becomes Love Castle
9. Harley’s Owners Group
10. The Wynn Las Vegas finds the perfect talkers
11. Download the first chapter

1. Potbelly moves to Austin

When Chicago’s Potbelly Sandwich Shop opened their first store in Austin, they bought a mailing list of people who had also recently moved from Chicago to Austin. They sent them a friendly letter saying they hoped they were settled in and asked if they were at all homesick. They also told them about Potbelly’s recent move and included 10 free sandwich coupons. And that’s the best part: One coupon would have been used quietly by the recipient, but 10 meant they were going around their offices and dorms trying to find people to take to lunch.

2. The Saturn Family Reunion

In 1999, 60,000 people drove their plain Saturn sedans to Spring Hill, Tennessee to meet the people who made them. Why? They felt taken care of by the company’s no-haggle concept. They were amazed when they got a friendly note twice a year with instructions on how to adjust the clock for daylight saving time. Saturn customers supported the company that supported them — and they told their friends.

3. FreshBooks’ trade show brilliance

FreshBooks, a company that sells simple invoicing software, doesn’t just show up at trade shows — they make them more awesome. At conferences like SXSW and the HOW Design Conference, they’ve handed out hangover kits, hired a customer to paint a mural in their trade show booth, and rented an RV to host pancake breakfasts in the parking lot. These stunts create so much word of mouth that FreshBooks doesn’t have to hunt people down at these events, people come to them.

4. Steve Jobs creates the perfect topic

We all think of Steve Jobs as the greatest computer marketer who ever lived. So what did he do when he returned to Apple in 1996 with the mission of reviving a stumbling company? Did he talk about great software? Stable operating systems? No. Jobs’s great marketing insight was … pink and purple computers. It got everyone talking. It restarted positive word of mouth about the company. And when people heard about the cute computers, they were ready to take another look at the more important features.

5. MCI helps friends help friends

So many “refer-a-friend” programs make everyone feel awkward by turning friends into salespeople. But do you remember the original MCI Friends and Family promotion? It was all about mutual benefit. When you told a friend about the program, each of you got a reduced phone bill. You both benefited, equally and together. It kept the motives pure, it respected altruism, and everyone felt good about it. It was all about sharing the savings, not one person making money off the other. It’s still one of the greatest word of mouth programs in history.

6. Maker’s Mark’s ambassador program

Maker’s Mark’s ambassador program is one of the most incredible fan clubs of all time. Hundreds of thousands of people call themselves members. They carry around ambassador business cards. They talk about how their name is engraved on a barrel of whiskey. They forward the special messages they get from the CEO. And the best part: It’s incredibly simple and old-school. The entire program is run with email and postal mail — and ambassadors eagerly await every new message or gift.

7. Southwest Airlines does all the little things

Southwest is committed to earning the love and respect of their customers — and they do it all within their extremely strict budget. They’re able to be the low-cost airline and the most enjoyable one to fly by doing all the intangibles: They offer incredible customer service, they don’t hassle customers with fees and penalties, they sing the safety instructions, they smile. In an industry with so much negative word of mouth, people truly love Southwest.

8. White Castle becomes Love Castle

In what is possibly the greatest word of mouth promotion ever for a restaurant, every Valentine’s Day, White Castle converts itself into the Love Castle. They bring out candles, tablecloths, and take reservations. It’s unlike any fast food restaurant setting you’ve ever seen, and photos and stories from customers talking about the Love Castle experience have gone viral on YouTube and Facebook.

9. Harley’s Owners Group

In the 70′s, Harley-Davidson sales were weak and the company spent nearly a decade on the verge of bankruptcy. But in 1983, they launched a fan club — H.O.G. — that helped completely turn around the brand’s image. Today there are more than a million H.O.G. members who remain incredibly loyal to the brand, organize fan events, and spend 30% more than the average Harley customer.

10. The Wynn Las Vegas finds the perfect talkers

When Wynn Las Vegas opened its massive, lavish hotel/casino, it turned to the most important talkers in town: cabbies. The hotel recognized that these are the guys who talk to tourists about where to eat, where to gamble, and where to shop. Before the hotel officially opened, it gave this high-powered group of talkers rooms and the run of the place. Which hotel do you think the cabbies are talking about now?

11. Download the first chapter

Download the first chapter to learn the definition of word of mouth marketing, the four rules of word of mouth, the three reasons people talk about you, and a whole lot more.

Download it: http://wom.us/Jfchqd

And remember! If you order this week (April 30 — May 5), send your receipt to workbook@wordofmouthbook.com and we’ll send you our 16-page Word of Mouth Workbook. Details here: http://wom.us/KDSYL4

1. When comparing with competitors
2. When you mess things up
3. When you want to change behavior
4. Check it out: The March Madness Map

1. When comparing with competitors

37signals is serious about uptime. They know it causes headaches for customers when apps crash or become inaccessible. So as an open challenge to themselves, they’ve started posting their uptimes in comparison with other online apps. Every few weeks, they publish the results — and they’re not always at the top. In January, for example, their Basecamp product was down for a total of just 16 minutes. But the top prize went to Github, who was down for only 6 minutes. It’s a simple scoreboard, but the honesty and transparency of it shows just how much 37signals cares about the availability of their stuff.

The lesson: Would you post a scoreboard of how you compare against your competitors? What would it look like?

Learn more: 37signals

2. When you mess things up

A Child’s Right is an NGO that installs clean water systems at orphanages and schools in the developing world. It’s hard work and it doesn’t always go right. Sometimes the systems fail, sometimes things break. That’s why they consider the number on their home page — the number that says how many kids they’ve served — a “living number” that goes up and down depending on how their water systems are working. They also have a live map and a list of all of their projects. Most say “Active,” but any that aren’t currently operating get a big “Failed” on them. It’s all part of their dedication to transparency and showing donors exactly where their money is going — and it’s something founder Eric Stowe says is helping to completely change the nonprofit sector.

The lesson: Everyone makes mistakes — we assume that. But the brands and groups that actually tell us about them (and what they’re doing to fix them) are the ones we really trust.

Learn more: GOOD

3. When you want to change behavior

Transparency can change how people think and act. That’s the idea behind BinCam, a trash can that takes a picture of everything you throw away and posts it to Facebook. The goal is to get you thinking about what you’re choosing to throw away instead of recycling — and it works! Students who tested it at Newcastle University said it made them much more conscious of their waste, inspired them to add recycling bins, and helped them learn more about recycling in general. Plus, it started a bunch of online and offline conversations about the issue.

The lesson: Encouraging your customers, fans, and clients to openly talk about something that typically happens behind-the-scenes can lead to a lot of conversations and learning.

Learn more: Engadget

4. Check it out: The March Madness Map

Sure, this would have been much more helpful if you could have seen it while filling out your bracket back in March. But this map showing how the tournament progressed geographically is just as amazing now — even if it won’t help you win your office pool.

Check it out: Column Five

My book is coming out in paperback and we’re hoping to get it stocked everywhere. You can help make it happen by pre-ordering a copy today. There are some great bonuses for pre-ordering — and if you like this newsletter, you’ll love the book.

We love brands that have fun. They’re just much more interesting to talk about and more pleasant to buy from. It doesn’t matter what industry you’re in or what you sell — you can do it too.

1. With your reputation
2. With the end of the world
3. With stolen artwork
4. Check it out: Trail View

1. With your reputation

Oscar Wilde said it best: There is only one thing in the world worse than being talked about, and that is not being talked about. If people are poking fun of your brand or your products — that’s OK, go with it. That’s what Hillary Clinton did when she found out about TextsFromHillary — a blog dedicated to fake text messages from the Secretary of State. The site quickly became an internet sensation, so Hillary had some fun with it. She actually met with the site owners, posed for a picture while texting, and followed it all with a handwritten note thanking them for the many “LOLZ.”

The lesson: When people are mocking or having fun, that’s a good thing. It means they’re interested enough to actually talk about you. Join in, have some laughs, and show them your personality.

Learn more: The Atlantic

2. With the end of the world

Remember all that hype about the Rapture last fall? It made for some fun jokes and, as it turns out, some great marketing. Minor league hockey’s Las Vegas Wranglers had the unfortunate luck of having their home opener on October 21 (the day of the predicted Rapture). So how did they handle this catastrophe? They did what so many minor league sports teams do and had a ton of fun by promoting the game as “The Final Hockey Game on Earth.” They gave away T-shirts, brought in a Harold Camping impersonator (the guy behind all the Rapture hoopla), and even set up a confession booth and tweeted the best ones.

The lesson: Opportunities to have fun with cultural events happen every day. How are you keeping an eye out for them?

Learn more: Las Vegas Wranglers

3. With stolen artwork

In 2007, a famous sculpture by British artist Banksy was stolen from a central London street. Most locals didn’t take it as good news — Banksy and his work are treasured by the communities where he installs his art. But the artist didn’t seem to care that much (Banksy offered the thieves $2 toward a can of petrol to blow it up and put the video on the internet). Fast forward to this year when Australia’s Art Series Hotels played off of Banksy’s humor by hiding an original, signed Banksy painting (worth $15,000) in one of their hotels and inviting the world to try to steal it. If anyone could — without getting caught — they could keep it. The month-long challenge resulted in a bunch of publicity, excitement, and fun for everyone.

The lesson: A good marketer finds ways to have fun with lighthearted stories, but a great one will find ways to get people smiling about the tough topics.

Learn more: Art Series Hotels

4. Check it out: Trail View

If you think Google Street View is amazing and you like the outdoors, you’ll love Nature Valley’s new Trail View. Through it, you can take a virtual walking tour of the Grand Canyon, the Smoky Mountains, and Yellowstone.

Check it out: Nature Valley Trail View

My book is coming out in paperback and we’re hoping to get it stocked everywhere. You can help make it happen by pre-ordering a copy today. There are some great bonuses for pre-ordering — and if you like this newsletter, you’ll love the book.

If you’re traveling and need advice on a hotel, TripAdvisor is a fantastic place to get it. The reviews their community members leave are incredibly helpful, and it’s all thanks to their fantastic process for requesting and collecting them.

What to do:

1. Ask for them
2. Make it easy
3. Offer status, not incentives
4. Insist on honest reviews
5. Help them share it
6. Say thanks
7. Give feedback

1. Ask for them

The fastest and easiest way to instantly get more reviews is to simply ask for them. TripAdvisor does it with a simple email asking their customers to leave a review shortly after their stay. They remind you how much your reviews mean to other travelers and they politely ask for your help. It’s simple, friendly, and it makes you feel like you’re doing something for others.

2. Make it easy

You can leave a review on TripAdvisor in just a few clicks. They have a simple rating system and they encourage you to leave quick, short tips. There’s plenty of room to add more details for anyone who wants to leave more feedback, but most reviewers are done in less than a minute.

3. Offer status, not incentives

You should never pay for reviews. It creates awkwardness, it can hurt the trust of your community, and it can actually lead to less reviews. But the good news is that there’s a much easier and fun incentive you can use: status. TripAdvisor, for example, awards badges when you leave reviews. Three reviews gets you “Reviewer” status, six reviews makes you a “Senior Reviewer,” and it continues until you become a “Top Contributor” at 50+ reviews.

4. Insist on honest reviews

Low quality reviews — positive or negative — are bad for everyone. They hurt the legitimacy of all reviews (including the honest ones), and businesses don’t get the true feedback they need. That’s why TripAdvisor’s honesty checkbox is so fantastic. Before anyone can submit a review, they must confirm the review is based on their own experience and is their genuine opinion of the hotel — and that they’re not biased by any personal or business relationships. It adds an extra step, but TripAdvisor’s zero-tolerance policy for fake reviews means both customers and businesses have a much better experience.

5. Help them share it

After you post your review, TripAdvisor makes it easy for you to share it in social media. It’s great timing to ask for word of mouth, because the reviewer just invested a few minutes to leave feedback — feedback they want others to see.

6. Say thanks

After you leave your review, TripAdvisor sends a great thank you note. They remind you how helpful your feedback is for other travelers and then invite you to leave reviews for other places you may have stayed. Most companies would just display a simple thank-you on the review form, but there’s something personal and genuine about TripAdvisor’s thank you note that makes you feel like you’re part of a special community.

7. Give feedback

A week after you’ve posted your review, TripAdvisor sends you an email telling you how many people have read it. Not only is it positive reinforcement, but it’s also a great opportunity for them to encourage you to leave another review.

My book is coming out in paperback and we’re hoping to get it stocked everywhere. You can help make it happen by pre-ordering a copy today. There are some great bonuses for pre-ordering — and if you like this newsletter, you’ll love the book.

It’s simple: When you make your business more open and more accessible, more customers show up. Here are a few great ways smart marketers are doing it:

1. In the mall
2. On the slopes
3. For the wedding
4. Check it out: The wind map

1. In the mall

Sure, the golden age of the mall might be gone, but a great spot in a healthy mall can still mean a lot of foot traffic, sales, and awareness for a retailer. But you don’t have to actually lease all that space and staff a sales crew to earn this easy access. Take Threadless, for example. They’re an online retailer, but during this past holiday season they experimented with automated kiosks in malls and shopping centers. The program gives them a whole new way to meet new customers — and even for those who don’t buy, the thing still works as a big Threadless billboard for everyone who walks by it.

The lesson: If you’re selling online, what could you do in the real world to reach new customers? And if you’re already in the brick and mortar world, who are you missing online?

Learn more: Chicagoist

2. On the slopes

When you’re out on the ski slopes, you can find yourself pretty isolated. Sometimes that’s the point — but then again, sometimes a fresh cup of coffee sounds pretty nice. If you happen to be skiing California’s Squaw Valley resort, you’ve now got that option because Starbucks just opened their first ski-through franchise in the world. Talk about easy access! In just a few moments, customers can get a fresh brew of coffee and be back on the lift (and all without taking off their skis or snowboards).

The lesson: Where’s that one place that your customers could really use your help or use your stuff? How can you make it easier for them to get it there?

Learn more: REI Blog

3. For the wedding

A lot of things about planning a wedding are stressful for the people involved. So if you can make something about it simpler, easier, and more fun, you can earn some real fans. Crate & Barrel does it with their fantastic wedding registry program. One of the big perks of it is how they open their doors to couples hours before they open up to the public. They give couples a scanner gun, coffee, and free range to casually browse the store without tripping over a bunch of other shoppers.

The lesson: Sometimes being more accessible simply means a small adjustment to something you’re already doing: different hours, a friendlier shipping policy, or a more convenient customer service channel.

4. Check it out: The wind map

This map traces the direction and speed of wind as it flows across the country. It’s fascinating, hypnotic, and visually stunning.

Check it out: Wind Map

My book is coming out in paperback and we’re hoping to get it stocked everywhere. You can help make it happen by pre-ordering a copy today. There are some great bonuses for pre-ordering — and if you like this newsletter, you’ll love the book.

Great copy can do incredible things, but it’s hard to beat the perfect visual when it comes to telling a story. Here’s how a smart use of photos can improve your marketing:

1. To make it more professional
2. To let your fans do it
3. To tell a better story
4. Check it out: The manly Pinterest

1. To make it more professional

Airbnb is great for finding a place to rent in almost any city in the world. But there’s some natural uncertainty involved because you’re renting a stranger’s home. You end up relying a lot on photos. So if they’re crappy, you’re much less likely to rent the property. But professional, polished photos add a sense of legitimacy to the experience. To help with this, Airbnb started something cool: They sponsor professional photographers to come in and shoot properties. Because these photos are so much better, renters have more confidence in the property, property owners get more renters, and Airbnb gets more revenue.

The lesson: What professional services could you offer your clients to make both of you more successful?

Learn more: PSFK

2. To let your fans do it

You don’t have to be a professional photographer (or hire one) to get great photos. Check out White Castle’s website for an example. It’s filled almost entirely with fan-submitted photos, and it’s constantly updated. It’s basically a stream of pictures White Castle fans have lovingly uploaded that feature their signature mini burgers. None of the photos will win any photography awards, but it definitely makes for a fun website.

The lesson: Your fans make better content than you. Instead of doing all the work yourself, just ask them — they’d love to contribute.

Learn more: White Castle

3. To tell a better story

On eBay, you can buy just about anything. But have you ever noticed that for most items, there’s only one photo? That’s because until recently, sellers had to pay extra to post more than one. But eBay just changed their policy, allowing sellers to post up to 12. This means buyers get to see a whole lot more angles of all the random, one-of-a-kind items that make eBay so special. And since a picture is worth 1,000 words, more images will answer more questions — and probably generate more sales.

The lesson: More photos with more angles make it easier for online buyers to really see what they’re getting.

Learn more: Marketing Pilgrim

4. Check it out: The manly Pinterest

Pinterest is pretty cool, no doubt. But for guys, it can feel a bit like a ladies’ party. So, if you’re looking for more pins featuring motorcycles, sports, and gadgets, check this out.

Check it out: Gentlemint

My book is coming out in paperback and we’re hoping to get it stocked everywhere. You can help make it happen by pre-ordering a copy today. There are some great bonuses for pre-ordering — and if you like this newsletter, you’ll love the book.

If you haven’t had a friend or co-worker forward you Dollar Shave Club‘s hilarious video yet, you soon will. But more than just a funny viral video, they’re doing some fantastic marketing that we can all learn from.

What you should do:

1. Be good, not fancy
2. Focus on a few simple offers
3. Make it really easy to buy
4. Keep social sharing options incredibly easy
5. Get rid of the hassles
6. Watch the video

1. Be good, not fancy

This video works because it was funny and because it’s obvious they didn’t try to dump a lot of money into making it. There’s just enough polish to make it feel professional, but the lack of over-the-top frills helps it feel genuine. This is an idea that applies to all content (web, print, video, etc.) — smart, simple, and authentic marketing will always beat big-budget, high-end work that tries to compensate for something that’s missing.

2. Focus on a few simple offers

Too many offers will overwhelm your customers. Create an incredibly simple list of options, and then see if there’s anything else you can cut. At Dollar Shave Club, you pick from small, medium, or large. There are no upgrades to consider, no add-ons, and no complications. It’s so simple, all the offers fit in one small graphic on their home page.

3. Make it really easy to buy

It takes about 60 seconds to make a purchase from the Dollar Shave Club. You get to the site, pick a simple offer, give your credit card — and you’re done. They’ve even done little stuff like not bother asking you which credit card you’re using (computers are smart, they know which card it is based on the numbers). Fewer steps, fewer clicks, and fewer questions mean more sales and happier customers.

4. Keep social sharing options incredibly easy

If you want people to share your stuff (and you do, right?), you’ve got to make it really easy and really obvious. Dollar Shave Club’s sharing uses just one link, and they even throw in a complimentary month of membership when you do it. But it’s not about the freebie, it’s the simplicity of it. When a customer wants to talk about you, the last thing you want to do is put anything in the way that will make it harder.

5. Get rid of the hassles

After Dollar Shave Club simplified their offers, made it easy to buy, and made sharing incredibly easy — they clearly looked for even more hassles they could cut. Their prices include shipping, tax, and the razor handle. The video everyone is talking about is embedded in the middle of their home page (which is what most people are showing up to see anyway). And nobody can get lost because every link on the home page takes you to the order page. Are your offers this clear, your prices this simple, and your website this easy to navigate? If not, what can you cut today?

6. Watch the video

It’s a fun, practical, hands-on guide that will teach you everything you need to have amazing word of mouth.

You’ll learn the five essential steps that make word of mouth work and everything you need to get started. Understand how easy it is to work with social media, viral marketing, evangelists, and buzz. Start using simple techniques that start conversations:

• 3 Reasons People Talk About You
• 4 Rules of Word of Mouth Marketing
• 5 Ts of Word of Mouth Marketing
• 6 Big Ideas: Deep Stuff That Changes Marketing Forever

Find out what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner — and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion — and why some multi-million-dollar advertising campaigns fail to get noticed.

Get these amazing bonuses when you pre-order

We’re throwing in some incredible bonuses for everyone who pre-orders. What you’ll get:

• 1 book gets you an instant download of the first three chapters, exclusive training videos, and the Word of Mouth Marketing Workbook.
• 12 books get you a copy of the never-before-seen Word of Mouth Comic book.
• 50 books gets you a pass to our thrilling Word of Mouth Crash Course in Austin on May 10.

Go to www.wordofmouthbook.com/order for full details and more offers.

But hurry! The last day to order is April 15.

Few things you can do as a marketer are as powerful as a great thank you. Get good at sending these notes, and you can earn fans for life. How to do it:

1. To make sure they’re happy
2. To encourage them to come back
3. To just say thanks
4. Check it out: Drinkify.org

1. To make sure they’re happy

Sending a thank you is a fantastic opportunity to check in on customers and make sure they’re happy. If something isn’t going well, it’s better to find out directly from them instead of finding the feedback online. After every sale, Simplicity Sofas emails their customers a thank-you note and makes sure they’re happy with their purchase. Proactive outreach like this thrills their customers. And if there is something wrong, they’re able to help that customer and ensure future customers don’t have the same trouble.

The lesson: One way or another, you’re going to hear negative feedback. That’s why you’re so much better off sending them a great thank you and giving them the chance to tell you directly.

2. To encourage them to come back

When you’re sending a thank you, include something that makes it easy for the customer to come back (and to bring their friends). Sandwich shop Which Wich sends a hand-written thank you note when customers order for their whole office. Store managers write the notes and include their business card, and they throw in vouchers for sandwiches. Lots of restaurants take bulk lunch orders, but few do much to thank the person who’s influencing the decision — the secretaries, caterers, and event organizers.

The lesson: Always thank your biggest customers, and always take advantage of an opportunity to help them shop again.

3. To just say thanks

Sometimes the best thank you is just that — a simply thank you. You don’t always need to work in an offer or a marketing message. Shortly after the Austin Marathon, event organizers sent a note to neighbors along the route saying, “Thanks for sharing your neighborhood — your support is part of what makes Austin a truly wonderful city.” It was a pleasant, unexpected surprise, and it gave everyone a little sense of community.

The lesson: It’s hard to beat a genuine, straightforward thank you note. When in doubt, just keep it this simple.

4. Check it out: Drinkify.org

If you ever find yourself listening to a favorite album and unsure of which cocktail to pair with it, this site will help you out.

Check it out: Drinkify

Here’s to the companies who fix what’s broken, remove the headaches, and do their part to end the insanity that is bad marketing, awful customer service, and lousy products. A few examples of how smart marketers are doing it:

1. For the holidays
2. For paperwork
3. For bread
4. Check it out: Internet memes as movie posters

1. For the holidays

Every year it seems the tinsel, lights, and ornaments come out a little earlier in the Christmas season. We’re not imagining it — the retail industry even uses the term “Christmas creep” to describe it. That’s why Nordstrom’s long-standing policy of holding back the decorations and marketing until after Thanksgiving is so refreshing. And this policy has helped them make a powerful connection with their fans. It’s even gone viral online, with signs like: “At Nordstrom, we won’t be decking our halls until Friday, November 27. Why? Well, we just like the idea of celebrating one holiday at a time. From our family to yours, happy Thanksgiving.”

The lesson: Don’t miss the chance to be human, be remarkable, and be buzzworthy by taking a stand against something all your competitors are doing.

Learn more: BuzzFeed

2. For paperwork

Here’s something nobody has said after doing business with someone: “Hey, that was nice, but I was hoping for more paperwork.” If you’re making it hard for customers to do business with you, you’re losing money. But Avis is on to something. When a company rents a car from them, they let co-workers share it without any extra paperwork, signatures, or fees. The whole policy just makes a lot of sense. Everyone wins. The car is still insured and covered, the co-workers can share it at their convenience, and there is less work for both Avis and their customers.

The lesson: Nobody likes paperwork. Not you, not your customers, nobody. How many pointless forms, files, and documents can you kill today?

3. For bread

Fans love to share their ideas on how companies could improve their stuff. But few companies listen, and some (usually for legal reasons) actually refuse ideas and warn people not to submit them. This means slower product innovation, more frustrated customers, and, ultimately, lost sales. But at least one grocery chain in Britain is paying attention. After a 3-year-old submitted a note saying their Tiger Bread should be called Giraffe Bread (and their great response going all over the internet), Sainsbury’s has officially made the name change — and all the delighted fans following the story for the past year are telling everyone about it.

The lesson: Hey, so maybe we could have all lived with Tiger Bread. But it sure is silly that more companies don’t use customer feedback like this.

Learn more: AdWeek

4. Check it out: Internet memes as movie posters

Wouldn’t it be cool if you had a preview of the next online meme? Well, if it was in the form of a minimalist movie poster, it’d probably look like these.

Check it out: Meme Movie Posters