They purchased my (fabulous) Penguin Program, which is on sale for 50% off through next Thursday.

But… they forgot to include the discount code (cutepenguins), so they were charged full price. So I gave them a $98.50 credit to even things up.

I hadn’t heard from them, and maybe I never would have had they not noticed, been too embarrassed to get in touch, or whatever.

As you might expect, they were happily surprised to hear from me.

Yes, it cost me $98.50, today. But that paid for a lot of goodwill tomorrow and beyond.

Solo professional marketing often has a long-term payoff.

And you’re in it for the long term, aren’t you?