3-Minute WOM Lesson: What makes a great talker

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Anytime someone is willing to recommend you to a friend, you’re doing something right. But when creating your word of mouth program, remember that some talkers are naturally better at spreading the word. What to look for:

1> Passion
2> Credibility
3> Opportunity

1> Passion

A great talker is passionate about your topic. Look for the dedicated hobbyists who are already opinionated and vocal. Great word of mouth marketing isn’t so much about creating passion — it’s about finding the people who are already passionate and giving them something worth sharing.

2> Credibility

The more authority your talkers have, the more powerful their recommendations are. We trust the pharmacist’s recommendations on a pain killer more than the cashier’s, just like we trust our foodie friend’s advice on a new restaurant more than a stranger’s. It’s not about having talkers with professional credentials, it’s about finding the ones who are trusted sources on specific topics.

3> Opportunity

Great talkers have the opportunity to spread the word to a lot of people. Bloggers and celebrities are obvious, but don’t forget the other, more “regular” folks who also talk to a ton of people every day: doctors, mechanics, barbers and business travelers. The more interactions your talkers have with others, the more word of mouth you’ll have.

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Comments

  1. Mari-Lyn

    I would say the creditability is one of the most important factors, especially on-line. Sure a friend may share an experience with us off-line and I will want to check it out. Someone who shares something on line I may not believe it to be true if I don’t know this person well.

    When someone RT’s or like’s something they like it’s really giving their recommendation. The WOM, referral marketing is all blurring.

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