#3 – Customers LOVE Surprises

If you’ve read Rule #2 then you’re probable pretty confused. I spent that entire article arguing that customers HATE surprises. Well they do. But, after they HATE them, they LOVE them.

Customers truly HATE surprises. What they love is to be reassured with what they know, with the familiar. But, once you’ve fit your business into their comfort zone, in order to keep them happy and ravenously loyal you’ll need to shake them up on a regular basis.

It’s like the woman who desperately wants a husband for the security and familiarity the marriage relationship guarantees but, once she’s a Mrs., is quickly disillusioned without the passion, excitement, and surprise of the prenuptial courtship.

Uh-oh, did that sound sexist? Maybe it is – but it’s true… I know that from experience. It could also be the driving force behind why my female clients understand, accept, and internalize this concept much more readily than their male counterparts.

If how all this works is still a little fuzzy, let me give you a few concrete examples of what I mean.

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