Curation Revolution

Killing Your Brand Is Easy
Small to Medium Sized Businesses (SMBs) have shipping ALL WRONG. They want cheap shipping. Shipping is a battleground and trying to save money there is often tripping over $100 bills to pick up pennies.

This G+ post shares the wrong questions being asked in the wrong ways by many SMBs. I like FedEx even for TINY companies because they immediately look BIGGER and more trustworthy with FedEx attached.

Things still go BUMP in the night with FedEx, but we trust THEY will make it right. I don't mind checking a tracking number and working with FedEx to solve a shipper's problem. I won't CONSIDER hopping in my car and running to the post office to attempt to do the same for USPS.

The brands live in different places in my head. FedEx has done many more good turns that bad. USPS has delivered more than they failed too, but when they fail its always MISERABLE trying to straighten it out.

All things being equal, and they never are, I can make a solid branding argument for why any online business should ship FedEx with triggers for free ground and air.

There are 7 Hero Stories Every Website should master:

* Enlightened (REI.com).

* Vicarious BestBuy).

* Altruistic (Kiva.org).

* Rescue (Kiva.org).
* Stranger (McKinsey).
* Like Us (CharityWater).

* Togehter (Kickstarter).

POLL: Added a poll so you can share what kind of hero you want to be: http://poll.fm/4dwxe 

Find detailed examples of copy each kind of "hero" copy here: http://bit.ly/14LcUpg

Share your examples here: http://bit.ly/16XD5II

@HaikuDeck Here: http://bit.ly/1duNwc7