CD Baby founder Derek Sivers decided his ordinary order confirmation email didn’t truly reflect his mission to make people smile. So here’s what he wrote instead:
Your CD has been gently taken from our CD Baby shelves with sterilized contamination-free gloves and placed onto a satin pillow.
A team of 50 employees inspected your CD and polished it to make sure it was in the best possible condition before mailing.
Our world-renowned packing specialist lit a local artisan candle and a hush fell over the crowd as he put your CD into the finest gold-lined box that money can buy.
We all had a wonderful celebration afterwards and the whole party marched down the street to the post office where the entire town of Portland waved “Bon Voyage!” to your package, on its way to you, in our private CD Baby jet on this day.
We hope you had a wonderful time shopping at CD Baby. In commemoration, we have placed your picture on our wall as “Customer of the Year.” We’re all exhausted but can’t wait for you to come back to CDBABY.COM!!
Thank you, thank you, thank you!
We miss you already. We’ll be right here at www.cdbaby.com patiently awaiting your return.
If you Google “private CD Baby jet,” you’ll get thousands of results. Indeed, Sivers’ silly email confirmation may have been one of the best marketing moves he could have made. It has been shared over and over again and who knows how many new customers he may have created by simply bringing a bit of joy into someone’s day.
After all, sometimes a desire to be less ordinary can turn into something extraordinary.