3-Minute WOM Lesson: 3 things fans love to talk about

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Giving people a reason to talk is at the core of every word of mouth marketer’s job. There are an infinite number of ways to do it, but these three themes are among the best:

1> Stuff they normally don’t have access to
2> Themselves and the great stuff they do
3> The abnormally huge, strange, or stretchy

1> Stuff they normally don’t have access to

Fans are inspired to talk when they feel they’ve got something unique, exclusive, or rare to share with a friend. Recently, the folks who run TRESEmme’s Facebook page explained how one of their most popular pieces of content from their fashion event was a picture of a luxury car at an after party. It seemed strange that fashionistas would be interested, but a little digging revealed it wasn’t the car — it was that it was from a part of the event fans didn’t normally have access to.

2> Themselves and the great stuff they do

A great way to get your fans talking is to look for a way to help them talk about themselves. Sharpie is one of the best at this. They host great contests, conduct artist interviews, and invite users to upload their creations — all of which add up to simple ways to feature the work of their biggest fans.

3> The abnormally huge, strange, or stretchy

Hey, if it’s worth doing, it’s worth doing weird. One of our favorite recent examples of this is when Wheat Thins delivered an entire pallet of their crackers to a fan who tweeted she had run out. One box would have been a nice gesture, but 1,000 boxes is a remarkable experience we can all talk about.


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  1. Maria Reyes-McDavis

    Love this–and none have anything to do about slamming them with lame self-promotional items… it’s all about them and really cool digs 🙂

  2. Cale Johnson

    Hey Maria, thanks! Glad you dig it.

    Cale Johnson

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