Issue #136: Word of mouth for expensive things

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People love to talk about expensive, high-end stuff as much as they do regular, everyday affordable goods. They just need a little help from you.

1> Don’t overlook the dreamers
2> Offer gear they can wear
3> Support passive word of mouth

1> Don’t overlook the dreamers

Remember that your best talkers aren’t always your buyers. Give the dreamers — the 15 year old kids who love fast cars but can’t afford one — the posters, the geeky specs, and the occasional test drive. Many times, it’s the buzz of the dreamers and the wishful thinkers that maintain the appeal of your stuff for the high-end buyers.

2> Offer gear they can wear

Create word of mouth away from your expensive products with gear fans can wear, use, and share with friends. Several luxury automakers, for example, sell sunglasses, hats, and sporting equipment. Even though the products may not be directly related to your core business, they offer fans a simple way to bring you into the conversation.

3> Support passive word of mouth

Create and nurture passive word of mouth by getting your high-end products in the hands of the experts and professionals. Clothing designers do this all the time by sending free apparel to celebrities, a maker of high-end kitchen appliances could ask professional chefs to test them, and a manufacturer of expensive safety equipment could sponsor a local fire department by supplying them with the gear. Even if it’s not an outright endorsement, having an expert or celebrity be seen using your stuff can be a powerful form of passive word of mouth.

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