💀 Maybe you died? 💀

Hi ,

One of the things I enjoy talking about the most is customer experience. The main reason is that it cannot be copied. Let’s look at everything else: Your product, your images, your title and bullet points, everything can be copied. If you deliver a strong customer experience, your brand will be worth much more.

Brand = Niche

A brand is a niche. It’s choosing to target someone instead of trying to serve everyone.

Safe = Death

Most brands on Amazon are playing it safe - They have standard packaging, with standard images, with standard copy, etc. When that’s the case, why would your brand go viral? Why would anyone be talking about the product they’ve bought from you?

Make the product better, make the experience different

As you know by now, your product needs to be better than everything else in your niche. The experience should be different from anything they’ve seen before from other products in your niche.

Marketing Spend = Customer Experience Gap

The more you focus on the customer experience, the less you need to spend on marketing. Have you heard about brands such as Lamborghini, Tesla, Zara, and Spanx? That’s strange; these products don’t spend money on traditional advertising. These brands don’t just focus on good quality products but on creating an experience at every touch point of their business. That’s why they get picked up by PR and get shared on social media by their customers.

More related to our world of eCommerce, one of the best brands I’ve seen taking risks is Death Wish, a highly successful coffee brand.

Everything they do, from their social media posts to their newsletter to their products, is customer-centric. That customer is a coffee fanatic.

Here’s who they serve:

Here are some examples of their social media posts:

Most copy on a product’s packaging is boring, but check out Death Wish:

Besides having skulls growing outside of the branches, here are a few sentences from the copy:”Send the snooze button six feet under.””coffee that gets you out of your skull and into the daily grind.”

Above the ingredients, it says: “NOTHING FAKE HERE”

Strong language and statements work well when you know your brand and audience.

You’ve all seen abandoned cart emails before, but Death Wish is on a different level. Here’s one of their emails; as you can see, I’ve used their same title hook (and the only reason I saw it is because it went viral):

How do you create a unique Customer Experience?

You might think this is done by highly paid copywriters and skillful creative teams. The truth is, when your brand is about something, everything gets easier. Figure out your customer avatar and mission statement first, and take it from there.

How much should it cost?

Customer experience doesn’t have to cost you more. It’s about giving more value to the customer by speaking in their language. A “free gift” is one way to add value, but another way is to put a smile on their face when they see your packaging for the first time.With that said, investing 5% of the profits into Customer Experience is a good rule of thumb.

The gift test

One of the things I strive for is making the products I’m selling giftable. If the experience is unique, the product will be given as a gift. Would you gift your current products to a loved one in your target audience? If the answer is no, the overall experience is not good enough.

How do you measure the success of a good customer experience?

You measure it by seeing how many people talk about your products and brand outside of Amazon. Do people engage with your brand and products by sharing pictures/videos of them unboxing/using them? You see, most Amazon sellers focus on customer service, which is reactive, and 99% of the time, it’s because something bad happened. Customer Experience is proactive - It’s the customer either getting more value from you without asking or expecting, or it’s them praising you and your brand. I’ve covered this topic in my book, Ride The Amazon Wave, in the chapter called 6-Star Experience. Here’s the cartoon from the chapter, as well as my favorite quote on Customer Experience:

That’s all for now. I mean, if you didn’t get my book, you should totally get it.

Ride The Amazon Wave on Amazon

Ride The Amazon Wave on Audible

Direct link to leave a review for the book on Amazon

Thank you,

Tomer

P.S

I’m happy you didn’t die.

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