Mementum

1. People DO NOT like to wait for the product they just bought - they want it yesterday.

When they buy it, then want it NOW. When they email you, they want the answer NOW (it doesn’t matter if there is 1 of you and 100 of them). When a client needs you to update the password-reset function, they want it NOW (but don’t ask them for new copy, that won’t come until next month).

1b. This includes email. Use an autoresponder to immediately direct them to your FAQ (hope it’s good!) and also to set the right expectations for timeliness. I’ll gladly wait a day if that means you’ll serve me better.

2. Your company blog and discussion forum require 110% dedication every single day. That means that when you start one, the person running it after you must be just as dedicated as well.

If you don’t deliver that product NOW, expect a nice explosion of discontent breeding and reinforcing itself across the threads in your forum. That beautiful customer relationship and reputation it took you 365+ days to shine up is stained in about 24 hours.

3. Create an impressive product, then add 50% more awesomeness.

4. If your product or web app requires more than an on/off switch, you need explicitly clear instructions. Assume you’re talking to an (illiterate) 3 year old, then dumb it down a little more. [ By the way, this is why it's good to filter customers.]

5. When a lead/prospect emails you, it is totally possible that a response they deem “undesirable” actually leaves them happier than if you hadn’t responded at all. Worth thinking about.