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You don’t have to get it right the first time

Kindle1

I bought an early Kindle in 2007 — and I returned it. It just wasn’t very good. Amazon probably had warehouses full of Kindle 1.0s that were sent back.

But they were cool about the return. No hassles at all.

So I bought another a few years later … and I liked it. And now I’ve bought six for the family, lots of accessories, and a ton of books.

Here’s the important lesson: Shoppers who buy your early stuff and return it are still interested. In fact, they are potentially your best customers, because they were willing to bet on something new (and bet on you). Treat them right while they are exploring and they’ll be back.

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