This post is all about generating word of mouth and creating a positive buzz about you or your business.
If a friend recommends a great restaurant to you, you are massively more likely to go and eat there than you would be, if you’d found out about that same restaurant via an expensive advertisement. This is because, as we all know, a word of mouth referral is extremely powerful.
So, here’s a question for you:
Why do so few companies do anything to encourage word of mouth?
There are a number of reasons, but here’s what I believe to be the primary one: In my experience, most business owners think they are already doing enough to generate a buzz about what they do. They genuinely care about their customers and work hard to try and exceed their customer’s expectations.
Surely that’s enough to get people talking about them?
No. It’s not!
That’s because there’s a high level of customer expectancy within the marketplace. Think about it for a moment. You expect great service don’t you? Of course you do and so does everyone else!
So, we all notice when we get bad service, but when we get either a good or slightly better than good service, it just washes over us. It certainly doesn’t motivate us to want to tell all our friends. We reserve that kind of buzz for the special companies – The one’s that stand out.
Word of mouth 101: We attract remarks, when we become remarkable
The marketplace will not start talking about a company, unless there’s a reason. So, if we want to attract word of mouth business, we need to give people something to talk about. A great place to start, is to continuously look for ways to offer a remarkable service, remarkable products or both.
To become remarkable takes courage; the courage to be different. I’m not talking about being different just for the sake of it. If Bob’s the only Accountant in town to wear a batman outfit to his meetings, he will be different AND people will talk about him. (But that’s a whole different kind of word of mouth!)
Here’s a thought: Why not take a moment to think about the companies, services or products that you are talking about and figure out how to adapt what you do, so your business becomes just as remarkable – but in your own way. Use companies in different industries as inspiration, but don’t copy them. Dare to be different and offer unique value.
Okay, that’s my take on it. I’d really like to hear what tips or ideas you have for generating word of mouth.
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Another brilliant post Jim.
Companies tend to think their clients are too laid back and that why they dont get the referrals they want. Truth is that they dont give enough value for their clients to want to.
Give them a reason and they will talk. Nuff said!
Hello Yama,
Thanks for the comment. You make a good point.
Too true! Often word-of-mouth marketing gets left behind. Recently we’ve been targeting businesses whose offerings overlap – we’re writers, so business consultants, graphic designers, etc. – we’re thinking we should be able to pool client resources – any thoughts on the potential efficacy of this plan? Of course, community-based networking is invaluable. However, while it’s easy to meet-&-greet in a physical space, for those of us (like you, Jim!) who want to keep things Internet-based, what are some of the best ways to connect and really develop those word-of-mouth, trust-based relationships?
Thanks for writing – please keep them coming!
I agree with the first comment. Give clients/customers a reason to talk (positively!) about your work, product or service.
If what you or your company provides is truly “remarkable,” people will “remark.”
To generate word of mouth, marketers can create member-get-a-member referral type programs, with incentives for both the referral and the new prospect. These programs can be highly successful.
Take a lesson from programs designed to work by offering savings to those in your “circle” – like the friends and family phone company offers. You talk up a service or product to friends and family, get them on board and everyone wins with discounts or special rates – that is, everyone in the circle.
Word of mouth advertising is often called the best kind of advertising. It costs nothing (no media costs, no budget needed). It’s having your customers be your best salespeople. And they do it out of the kindness of their heart or whatever else drives them. You can’t buy it.
Or maybe you can!
Cynthia,
Thanks for the feedback and some useful suggestions. Much appreciated.
I think some of it can be attributed to ego as well, Jim. Many business owners feel they know much more than the customer, and that all the customer is good for is a number and a profit addition.
Yet if you make your customer your fan, you’ll have the best marketing, PR, advertising and customer service team all rolled into one neat package. Just look at how evangelist’s spread the good news about something they believe in?
Time for a wake-up call for a lot of business owners, methinks
Danny,
Wise words as always – thanks. Your comment got me thinking about how Apple have managed to transform many of their customers into fans. Works wonders for them and qwhen applied correctly, can work just as well for us and our businesses too.
Jim, a great reminder of the foundation of marketing.
Having built experiential frameworks over the years, I’ve come to consider than the most remarkable thing is a compelling experience.
We live in an age where people are less motivated by need and more by feeling
Great article. I am going to have to go along with Danny Brown though…many business owners do feel that they know more than the actual customers they are there to serve. We have found it to be a timeless challenge. Education is the key and asking questions can be instrumental in developing a strong business. If asked, most customers will be thrilled to share with you what they like and dislike about a particular business. Interaction and implementation are keys that lead to strong business models.