In this space, we usually discuss massive successes and epic failures. Sometimes, though, there's inspiration to be found in delightful little details that wouldn't normally merit the spotlight.

Let's say you want a copy of The Official Preppy Handbook, a humorous dissection of the preppy lifestyle written by Lisa Birnbach in 1979. It's been out of print for years, so you visit Alibris.com and browse the inventories of used bookstores around the country.

After selecting a paperback copy from a seller that has a high reliability rating, you then check out as a guest, providing the usual shipping and payment information. Once you've finalized your order, a confirmation page appears, along with form that reads, "Create an account—in a snap! Take a second now to save time next time. Simply enter a password below and we'll keep an account for you."

Beneath are two boxes for selecting and re-entering your password, and also a few arguments for opening an account right now:

• Easy & quick future orders
• No need to retype everything
• Takes only seconds to create

You decide it couldn't hurt. And it is, indeed, as easy as entering your password twice; the next screen announces an account has been created. At the same time, a discount code for your next purchase arrives in your email inbox.

Because of a small tweak to the checkout process, are you more likely to revisit Alibris.com, even if you had considered this a one-shot visit for an out-of-print book? Probably. And that's why we suggest looking for Marketing Inspiration in the small stuff—where you don't expect to find it.

→ end article preview
Read the Full Article