Page 181 - The $100 Startup_ Reinvent the Way You Make a Living, Do What You Love
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*I’m grateful to Sonia Simone and Brian Clark for a discussion and helpful
tips on this topic.
†Corbett Barr maintains a helpful (and free) set of resources on building
traffic at ThinkTraffic.net.
‡John Jantsch wrote a great book called The Referral Engine, which is all
about creating a systemized process for encouraging referrals. Highly
recommended.
§A little-known secret at Zappos is that they do cut people off who abuse the
generous return policy. CEO Tony Hsieh explained to me that if a customer
blatantly takes advantage of them—returning worn shoes on day 364 of the 365-
day return period, for example—they’ll honor the refund once, but they’ll also
gently advise that customer not to purchase from Zappos anymore. Fortunately,
he also said, most people are honest.
