[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.]

From plot twists in their favorite show to the prize in the bottom of the cereal box, people love talking about the unexpected. You can earn some of that excited word of mouth by catching your customers off guard in delightful ways.

Here’s how:

1. Make a memorable experience
2. Make someone smile
3. Make your stuff stand out

1. Make a memorable experience

Everyone loves fresh cookies, but bar patrons at midnight might love them most. So when the staff at Scofflaw, a cocktail restaurant in Chicago, start handing out warm chocolate chip cookies every night at midnight, you can imagine the sense of endearment the whole bar feels. It’s unexpected, it’s nice, and it’s the kind of customer experience that folks tell their friends about.

2. Make someone smile

You don’t have to be as cool as a cocktail bar to surprise and delight your fans. Sometimes all it takes is being a thoughtful listener. For example, after one young customer told a dentist at Georgetown Pediatric Dentistry she had a dance recital coming up, they sent her a care package for her feet and a good luck note. The kid’s mom was so happy, she wrote them a glowing five-star review on Google, even saying they felt like a part of the Georgetown Pediatric Dentistry family.

3. Make your stuff stand out

Jones Soda Co. is famous for the fan-submitted photos they feature on their packaging — it makes a normal, everyday part of their business into something exciting. But recently, they’ve added another surprise worth talking about. On the bottoms of some Jones Soda packages, customers have found this note, surrounded by signatures from employees: “These are all the people who could have spit in your soda but didn’t.” This tiny change in their already cool packaging adds an element of surprise that highlights the people behind it (and sometimes becomes a popular story on Reddit).

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