3 ways to keep your word of mouth honest

[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.]

Your advocates are talking about you because they trust you. That’s huge. That’s how word of mouth works. But it can be easy to lose that trust with even slightly deceptive marketing.

Here are three ways you can maintain high standards for honesty that boosts your word of mouth:

1. Do the “Mom Test”
2. Say no to stealth
3. Just be yourself

1. Do the “Mom Test”

With every word of mouth campaign, ask yourself this question: Would I be proud to tell my mom about this? If you hesitate, figure out what you wouldn’t want to explain or what feels embarrassing and eliminate it. You wouldn’t want to disappoint your mom, and you can’t afford to disappoint your customers. There are no gray areas here — if you’re unsure, drop it.

2. Say no to stealth

Word of mouth marketing is about consumer trust. You can maintain the trust you worked so hard to earn by saying no to iffy deals. Somewhere along the way, someone will provide a seemingly simple solution to create some buzz. For example, a junior staffer will offer to make a fake Facebook profile or create some secret postings. Just say no, and then teach them why. You have to be an advocate who proactively teaches others the ethics of word of mouth. Let them know that your customers can spot even the smallest manipulation and how it could tarnish your brand forever.

3. Just be yourself

Always say who you are, because disclosure only strengthens your credibility. One of the best things about word of mouth is that the good guys win. Your best marketing strategy is to be yourself. Be honest about who you represent, your true opinion, and your actual identity. Your customers will notice and appreciate it. In the end, it’s a lot easier and more sustainable (and more fun) to just be yourself.

email

Tags: , , , , , ,

Comments are closed.

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