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You have to try on shoes. So who’s going to buy them online?

Turns out the answer is “a lot of people!”

Zappos earned trust and a lot of loyal customers by taking the cost and risk out of ordering shoes online. Free shipping both ways means people can order, try, return, repeat and end up with some awesome shoes that fit.

Zappos believes they are in the customer service business, and customers believe it too.

If you want to build a direct marketing flash-in-a-pan, come up with a product or offer that’s irresistible. If you want to build a direct marketing brand, then build a service culture. Analyze the problems of your category and innovate ways to solve them. Then, deliver.