Amazon does an incredible job at many things (shipping, customer service, etc.). They also do an amazing job with personalization. This morning I got this email:
I read (or at least start) a lot of leadership and business books. I love to learn how other make money and run businesses. This is an ad. But it doesn’t feel like an ad. That is the best advertising.
Guess what. It worked. I added The Presidents Club to my wishlist after 30 seconds of opening the email. Why didn’t I buy it? I just have too many books to read.