Word of mouth is all about story telling. If people are not talking about you in the marketplace, it’s because you have not given them a story, which is worth sharing. Today, I am going to recommend you change that!
With hundreds of millions of people connected on social networking sites, it has never been easier for your clients or customers to share how great you are with their friends.
All YOU need to do is give them a story worth sharing and make it easy to share.
Winning stories
When someone has spent a week or 2 being wowed at a Disney resort, they have a story to share, which they tell to anyone who will listen. When someone has bought a product from the Apple Store, the people serving them are tasked with the job of ensuring the buying experience is worth talking about.
The companies with the best stories get the most word of mouth publicity, because people love to share their experiences.
Losing stories
So, the stories that spread, are the ones worth repeating. This is true of negative stories too. If a service provider in your town has a habit of under delivering on their promises, the story spreads. Disgruntled former clients or customers will often feel the need to share their disappointment with their friends. This is especially the case, if their experience of a provider is so poor, that they believe it will stop others from using that provider and suffering the same experience.
Fake stories
A Chinese restaurant close to where I live was the victim of a fake story and now faces going out of business. Someone decided to start a rumour, which spread on Facebook and resulted in the restaurant losing a lot of money. The story was short and had a twist at the end, which caused it to spread into the national press in the UK.
The fact it was fake didn’t stop it spreading, because people tend not to fact check, before sharing stories. Even one as unlikely as a lady going to the restaurant, who gets taken to hospital because of pain in her throat, which was caused by a microchip lodged in her throat that had been in the Chinese food she had eaten. The twist in the story, is that the microchip gets scanned and turns out to belong to… a missing greyhound dog! According to this report in the national press, the restaurant is now facing bankruptcy.
Your stories
So, what stories do you have, which your clients or customers can share? What have you done for your clients, which is so jaw-dropping awesome that they feel compelled to tell everyone they know? You see, it’s not enough to “just” provide a great service. People expect great service. Offering a great service may be enough to retain their custom, but it takes something extra, to get them talking about you.
What was the last experience to impress you so much, that you had to share it with your friends? Please share your experiences and show your fellow readers, the kind of thing that gets people talking!
Jim Connolly can help you grow your business and achieve the breakthrough marketing results your hard work deserves. To find out more, simply click here!
Photo: NickPiggott
Jim, one of my favorite quotes is, “You can love anyone once you’ve heard their story.”
People love stories and it’s the thread that connects. We love to root for the underdog, be astonished and admire and model the winners. I think it’s our make-up (or I’d like to think so
).
I’m pretty easy when it comes to being impressed. It’s the little things that blow me away, just like kindness or courtesy; which perhaps is a bit rare these days and that’s why they stand out to me. Different, but our postman offered to fix my steps and leaves a lollipop for my child with the mail every day (and no, he’s not a weirdo!
). He gives me hope in the postal system and humanity!
Have a great day! Love this post … always love your posts – thank you!
Much kindness,
Elena
Thanks for the kind words, Elena. The story is, as you say, so important.
I’m not sure how relevant this is, but on the day that Steve Jobs passed, all the flags at Microsoft were flown at half mast, as a sign of respect,
Microsoft are often seen as a cold company but that small act made them feel more human to me, as an Apple guy.
Thanks for such an interesting article.
I saw that story too, Mark and I remembered it – Suggesting it certainly spread.
Thanks for the feedback.
Hello,
I love this post. I have been involved with several companies before that gained a lot of business through positive word of mouth. Happy Ltd., a training company, offers trainees an ice cream break around 3pm to get out of the afternoon slump, Caribbean Webmasters Inc., an I.T. and web services company, responds to emails immediately and provides clients with contacts to help with any other business problems they have.
It is important for marketers to get involved in the customer service department so the company presents a consistent image to the world.
Jim,
I think it is important to tell your own (businesses) story over and over and over, improving what you tell and how you tell it each time. I think many people feel they have to perfect the story before they begin telling it and they never begin.
(Incidentally, we help people tell their story better.)
[...] for help, by a web designer, who was struggling to attract new clients. She received almost no word of mouth referrals, no repeat business and she had no portfolio on her website. I was curious why, when she was [...]