Dare to Be Different (And Win BIG) – By Misha Hettie

by Jenae Reid on August 7, 2017

Once upon a time, I was shopping online for flowers. I checked out all the usual suspects, and then came across a new-to-me company called Farmgirl Flowers.

Their flowers were more expensive than most other places. Their arrangements weren’t the traditional roses and baby breath concoctions I had in mind. And their process was kind of weird – you never know exactly what you’d get until they were delivered.

I decided to give them a shot anyway – surprises can be good, right? The delivery process went completely smooth, and the flowers were the most uncommon, exquisite blooms I’d ever received. (Yes, I sent them to myself. Why the heck not?)

Since then, I’ve ordered flowers from them twelve times. I’ve even done a Facebook Live about how much they impressed me.

I’ve gone from buyer to brand fanatic – and all because they did things differently.

When you think of a time you had a five-star experience with a brand, was it because they did exactly what was expected? Or was it because they did something different – something that surprised and delighted you?

Every interaction you have with your customer is an opportunity to surprise and delight them. Everything from the quirky copy on your website to the clever sticker you place on an order is a chance to turn a potential buyer into a lifetime fan.

Yes, from product descriptions to processes, you’re allowed to stand out from the crowd. Not only is it the thing that will set you apart in the market, it also makes your biz-life more fun and fulfilling.

Next time you’re launching something new, consider breaking out of the boring, professional box to win hearts, minds, and wallets. Think about Amazon, for example – what’s more fun to read, the product descriptions or the user reviews? What could happen for your brand if you took that highly relevant but lighthearted method of describing your products?

I know, I know. Sometimes it’s difficult to know when to stay professional and when to add more personality, but you can easily blend the two for a better user experience if you remember to stay on brand – the best, most fun possible version of your brand.

If you’re struggling to see where you could add these opportunities to create a more enjoyable brand, have a few friends or users record themselves visiting your site and walking through your copy, images, and process. Let them know it’s ok to admit where things get boring or confusing. Once you’ve got that information, look at those specifics areas and ask yourself – what could we do that’s unlike everyone else? How could we make this more useful, unique, and entertaining?

Lose the templates, ditch the mind-numbingly boring user experience, and see what you can do to surprise and delight your customer. A little extra creativity on the front end goes a long way towards building a lasting (and ultimately more profitable) client relationship.


Misha Hettie is a sparkling, witty, (and humble!) copywriter at UncommonlyGoodBiz.com.

This article appeared in issue 39 of FeedFront Magazine, which was published in July 2017. https://issuu.com/affiliatesummit/docs/feedfront-39

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