In your business, what is something ordinary that you can make extraordinary?

Look at how CD Baby, an e-commerce company, jazzes up their confirmation emails:

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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 packing specialist from Japan lit a 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, Friday, June 6th.

I hope you had a wonderful time shopping at CD Baby. Your picture is on our wall as 'Customer of the Year.' We’re all exhausted but can’t wait for you to come back to CDBABY.COM!!

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Bottom line: Because this confirmation email has been shared widely by CD Baby’s customers, the company’s founder credits it for creating thousands of new sales.

Extraordinary effort gets extraordinary attention.

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