3-Minute WOM Lesson: How to get people sharing your sales material

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When you stop looking at your catalogs and sales brochures as simple advertisements and start viewing them as tools to get people talking, good things will happen. A few ways you can encourage people to share them:

1> Feature your fans
2> Send extra
3> Make them look smart

1> Feature your fans

It’s much more interesting for your fans to talk about themselves, their friends, and people like them than it is to talk about you. Think like brands like REI (who features real members in catalogs) and BMW (who paid tribute to their driving enthusiasts in a recent ad). And it works for more than catalogs and commercials — try featuring your fans and customers in case studies, live demos, and instructional content.

2> Send extra

The simplest way to make it easier for fans to share your stuff is to give them multiples. The irony of making something remarkable is that fans tend to hold onto it instead of passing it out (think great discounts, amazing artwork, or insider deals). If you’re giving away something worth sharing, make sure you’re giving away more than one.

3> Make them look smart

Before you print your next brochure or catalog, ask yourself: What could we add to it that would make a person feel smart when sharing it? Tips, useful data, and case studies are just a few ways to do it. Finding an answer to this question means you’ll have an army of fans looking for opportunities to spread your content (even if it’s technically a sales piece).


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