3-Minute WOM Lesson: 3 ways to earn offline word of mouth — live from Word of Mouth Supergenius

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As a preview for Word of Mouth Supergenius on July 20 in New York, we’re taking a look back at some of the amazing presentations from our last “How to be Great at Word of Mouth Marketing” conference in Chicago.

Here, Saul Colt shares a bunch of examples of how FreshBooks created real-world conversations using offline, practical techniques. His big ideas:

1> Focus on the topics your talkers already love
2> Make people feel special
3> Develop a lifestyle of testing new topics
4> See Saul’s live presentation from Word of Mouth Supergenius

1> Focus on the topics your talkers already love

Saul recommends creating interesting experiences associated with events and topics your customers are already interested in. In one example, he shared how FreshBooks hired an artist to create a living mural in their booth at a design trade show. By focusing on a topic relevant to the attendees — art — FreshBooks created a lot more buzz than any brochures for their invoicing services could have accomplished.

2> Make people feel special

A dedication to making people feel special will make you remarkable. One of the biggest ways FreshBooks created buzz was by inviting their customers out to dinner whenever they were in town — something nobody expects from a service provider. And these special touches work, Saul says, because people like to connect with people, not brands.

3> Develop a lifestyle of testing new topics

Saul says great word of mouth is the result of a dedication to trying lots of topics. He believes in executing extraordinary experiences every day — he tries more than 100 word of mouth topics a month and doubles down on the ones that work. And the best part: If any of them fail at creating buzz, nobody is going to know about it.

4> See Saul’s live presentation

Check out Saul’s presentation from Word of Mouth Supergenius — and join us live in New York on July 20 to see a bunch of amazing marketers (including Saul) share case studies like this:

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