[Welcome back to our Word of Mouth Marketing Lessons newsletter. This is text from the great issue all of our email subscribers just received. Sign yourself up using this handy form.]
You have a great resource for earning word of mouth right under your nose. It’s the stuff you do every day — and all you have to do is show it off to your customers.
Here’s why letting your customers see how you work can earn you word of mouth:
1. Your customers like to look smart
2. Your customers like to feel included
3. Your customers just like this stuff
1. Your customers like to look smart
Photo thanks to TABASCO.
Did you know that TABASCO Sauce is made only from peppers of an exact red color? In fact, their workers handpick each pepper after comparing it to a stick painted with the preferred shade of TABASCO red called the “le petit bâton rouge.” People love sharing trivial facts like these about products. These facts start conversations, they make the product more interesting, and more importantly, make the talker look smart.
2. Your customers like to feel included
Photo thanks to our sister brand, SocialMedia.org’s Vimeo.
When you let your customers see inside your processes, it’s kind of like letting them inside of your community — helping them feel like they belong. It’s that sense of belonging that helps customers feel important and connected to your brand (and it’s a big word of mouth motivator). Reebok, for example, does it by inviting their brand ambassadors to design meetings for new products and showing them early inspirations.
3. Your customers just like this stuff
Photo thanks to LEGO Club TV.
Before you think the normal stuff you do every day isn’t interesting enough to show your customers, remember this: it’s not normal, everyday stuff to them. In fact, they might be incredibly interested in how it’s done. For example, LEGO released this video of how they tediously make the sets of their TV commercials by hand. LEGO’s customers are inherently builders too, so the company knows sharing how stuff is built is just more remarkable content to spread.
