3-Minute WOM Lesson: How to overcome the chocolate problem

[Welcome back to the You Can Be a Word of Mouth Marketing Supergenius! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]

Everyone loves chocolate, but when was the last time you ate some and ran to the phone to tell a friend? Great products face this same problem: Nobody talks when there’s nothing new to say — even when it’s something great. But you can overcome this. A few ideas to get you started:

1> Add something refreshing
2> Reignite old conversations
3> Never stop exploring

1> Add something refreshing

What can you add or remove from your product, service, or word of mouth topic to make it new again? Probably the best example of this is Google Maps. The original product was great, but then they followed it up with Satellite View (and we all looked at the top of our own house). Now? We’re still cruising Street View and telling friends about all of our strange discoveries.

2> Reignite old conversations

Your age and timelessness can be an asset that lends itself to restarting old conversations. Treat original fans like alumni, throw anniversary events, and look for opportunities to help these talkers connect with new customers. Sometimes the conversations aren’t dead — they just need your help seeing new life.

3> Never stop exploring

Avoid the chocolate problem by consistently testing new word of mouth topics. Not every idea will be a home run, but you’ll begin building a pipeline of buzzworthy ideas you can use whenever conversations begin to slow down. And remember, there’s no need to be shy about trying new topics — if it doesn’t work, by nature that means nobody found out about it.


Tags: , , , , ,


  1. Joel Cohen

    In my restaurant marketing workshops on building word of mouth, WOW and differentiation, one of the examples I use is that of boring mints. You can be like all other restaurants and give out those same old boring mints, or you can give your guests a kiss. A Hershey Chocolate Kiss.

    That will get your guests talking because no other restaurant does that. They do the same old boring thing. Besides, every guest deserves a kiss. If it wasn’t for guests, restaurants wouldn’t be in business.

Featured Downloads

Download: “The Difference Map” by Bernadette Jiwa

We’re big fans of author of The Fortune Cookie Principle and TEDx speaker Bernadette Jiwa, who says that good marketing…

Read More

The first chapter of “The Social Media Side Door” by Ian Greenleigh

Ian reveals the best ways to earn the attention of influential people using social media channels.

Read More

9 Things to Share That Start Conversations

Use the examples in this guide to help inspire ways to make your message more portable and shareable.

Read More

3 Must-Use Word of Mouth Marketing Tools

These tools will help you kick off any word of mouth campaign no matter what topic, industry, or budget.

Read More

The Top Four Tips for Multiplying Your Word of Mouth

These tips can help you get your marketing to do more work without a lot of extra effort.

Read More

10 Ways to Turn Around Negative Word of Mouth

The most effective ways to stop negative WOM with examples from Zappos, FedEx, Dell, and more.

Read More
Get our free weekly newsletter

Join 35,000 brilliant word of mouth marketers by signing up for our free weekly email newsletter filled with actionable word of mouth ideas.

You’ll be blown away by just how good you can be at this.

Never display this again