[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.]

We love the idea of taking one thing and doing it so well that people want to tell their friends about it. When you focus on one thing, you can invest in making it better, more remarkable, more meaningful, and more personal instead of doing a bunch of mediocre stuff.

Here’s how three small businesses are doing it:

1. One customer at a time
2. One specialty product
3. One niche audience

1. One customer at a time

Kurt’s Cuts Barbershop in Denver has only one barber chair and only one barber, which means they serve only one customer at a time. The intimate atmosphere makes it so that you’re the barber’s sole focus, and you get much more care and attention to detail with your appointment. You can also text Kurt to set up an appointment and once you have one, there’s no wait time either. Personalized attention is a rarity these days. It makes your customers feel important, and that makes them want to talk about you.

2. One specialty product

At EVOO Marketplace in Colorado, you can buy extra virgin olive oil or vinegar infused in almost anything. They have barrel-aged Italian Balsamic vinegars, olive oil infused in blood oranges, green chilis, or basil, among other speciality flavors. And the store is covered in tiny sample cups, practically making it a tourist stop. The shop will also show you how to cook with them and make unusual desserts, like raspberry balsamic ice cream. People bring these oils and vinegars home as souvenirs, gifts, and as something to show off at a dinner party. When you specialize in something and make it really, really good, you can make almost anything remarkable — even kitchen staples like vinegar and olive oil.

3. One niche audience

Beardbrand sells products for beards. But instead of just selling their customers products, they also create a sense of belonging. They reach out to a very specific audience, which the owner calls the “urban beardsman,” or what you may think of as a bearded hipster. And they put just as much emphasis on the customer as they do their stuff. They share photos their fans post to social media, they have a blog, and they created a YouTube channel. Focus on the one audience you’re talking to, and talk to them a lot. Then, they might talk about you, too.

email

Tags: , , , , , , , , , ,

Comments

  1. Bruce McCallum, Realtor®

    This is so true! Whatever business we might be in, do it better than your competition and people will speak about it. Much more affordable than the black hole of paid advertising

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