Doing It Better

I just ordered a used book from Better World Books.  The first email I received from them was pretty standard, thanking me for my order. But the second made me laugh out loud.  The subject line read “Your order has shipped,” so I expected to see the details and that’s about it. Instead, I received this:

“Dear Liane,

(Your book(s) asked to write you a personal note – it seemed unusual, but who are we to say no?)
 
Holy canasta! It’s me… it’s me! I can’t believe it is actually me! You could have picked any of over 2 million books but you picked me! I’ve got to get packed! How is the weather where you live? Will I need a dust jacket? I can’t believe I’m leaving Mishawaka, Indiana already – the friendly people, the Hummer plant, the Linebacker Lounge – so many memories. I don’t have much time to say goodbye to everyone, but it’s time to see the world!
 
I can’t wait to meet you! You sound like such a well read person. Although, I have to say, it sure has taken you a while! I don’t mean to sound ungrateful, but how would you like to spend five months sandwiched between Jane Eyre (drama queen)and Fundamentals of Thermodynamics (pyromaniac)? At least Jane was an upgrade from that stupid book on brewing beer. How many times did the ol’ brewmaster have one too many and topple off our shelf at 2am?
 
I know the trip to meet you will be long and fraught with peril, but after the close calls I’ve had, I’m ready for anything (besides, some of my best friends are suspense novels). Just five months ago, I thought I was a goner. My owner was moving and couldn’t take me with her. I was sure I was landfill bait until I ended up in a Better World Books book drive bin. Thanks to your socially conscious book shopping, I’ve found a new home. Even better, your book buying dollars are helping kids read from Brazil to Botswana.
 
But hey, enough about me, I’ve been asked to brief you on a few things…”
 
Now I like Better World Books because they promote literacy, so I can buy books and feel like I’m contributing just by virtue of the fact that I ordered from them and not someone else. But I loved this confirmation email.  As a copywriter, I think it rocks. As a consumer, I totally appreciate them stepping beyond the conventional and sending me something that made me smile. 

Unexpected. Enjoyable. What more can I say?

P.S. The orders arrive promptly, the postage is much cheaper, and even the secondhand books aren’t ashamed to sit on my bookshelf alongside their glossy new companions.

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