Issue #145: Why it’s OK for your WOM topic to fail

[Welcome back to the You Can Be a Word of Mouth Marketing Supergenius! newsletter. This is text of the great issue all of our email subscribers just received. Sign yourself up using the handy form on the right.]

Not every word of mouth topic or idea is a home run. But if you’re doing it right, it’s OK to be wrong once in a while. Here’s what we mean:

1> It’s cheap
2> It’s easy
3> It’s unknown

1> It’s cheap

The next time your boss is hesitant about jumping into this “word of mouth stuff,” there’s a good chance it’s because he’s still thinking in advertising mode — where failures can get expensive. But you can test a new topic on your Twitter and Facebook fans tomorrow, for free, in minutes. Without expensive focus groups or high-dollar ad campaigns, you can afford lots of word of mouth trial-and-errors.

2> It’s easy

Word of mouth isn’t complicated — it’s about making people happy and giving them a reason to tell a friend. You could start with something as simple as one intern charged with thanking your talkers online or sending your biggest fans a special gift in the mail. If you can’t get your word of mouth off the ground because things are too complex or you can’t get the buy-in for your project, you’re doing something wrong.

3> It’s unknown

If you take one lesson from this issue, make it this: If your word of mouth campaign is a bust, nobody is going to know. By nature, if your new idea to get people talking doesn’t work, it means nobody told anyone — so there’s no need to be shy. And besides, here at GasPedal we believe it’s fundamentally impossible for something to be considered a complete failure if you’re doing it with the best intentions and the happiness of your fans in mind.

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Comments

  1. gaspedal

    Good morning! Our newsletter just went out: Why it’s OK for your WOM topic to fail http://is.gd/2mUPZ

    This comment was originally posted on Twitter

  2. schoolmarketer

    WOM = low risk! RT @gaspedal: Our newsletter just went out: Why it’s OK for your WOM topic to fail http://is.gd/2mUPZ

    This comment was originally posted on Twitter

  3. STi_Events

    Issue #145: Why it’s OK for your WOM topic to fail | Welcome to … http://bit.ly/QaTSq

    This comment was originally posted on Twitter

  4. ellebrayson

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    This comment was originally posted on Twitter

  5. ttnsupplements

    Issue #145: Why it’s OK for your WOM topic to fail | Welcome to …: [Welcome back to the You Can Be a Word .. http://bit.ly/KwgdM

    This comment was originally posted on Twitter

  6. Chris_Pickard

    Issue #145: Why it’s OK for your WOM topic to fail | Welcome to …: [Welcome back to the You Can Be a Word .. http://bit.ly/QaTSq

    This comment was originally posted on Twitter

  7. cynful007

    Issue #145: Why it’s OK for your WOM topic to fail | Welcome to … http://bit.ly/XVqZj

    This comment was originally posted on Twitter

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