Issue #147: Overcoming the 3 common barriers to word of mouth

[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.]

There are certain products, issues, and groups of talkers that have natural word of mouth barriers. Here are three common examples and how to overcome them:

1> The secret advantage
2> The embarrassing issue
3> The busy group of talkers

1> The secret advantage

Sometimes your stuff is so good it creates a competitive advantage that people don’t want to give away. While it sounds like a good problem to have, you’ve got to work extra hard to spread the word by creating case studies, how-to videos, and stuff that people can easily pass on. If you’ve got something fantastic that people aren’t readily sharing, it’s up to you to create the material that everyone can spread.

2> The embarrassing issue

If using your product reveals something embarrassing about a customer, it’s going to be difficult for them to tell friends about you — much less strangers. You can overcome this by making it easy for them to share reviews in an environment where they don’t have to specifically identify themselves or by creating a forum for people to ask questions and post tips anonymously. If you make it easier for folks to talk about the embarrassing issue without attaching their face to the topic, you’ll dramatically reduce the word of mouth barrier.

3> The busy group of talkers

If you’re targeting a busy group of talkers to help spread your stuff, you’ve got to radically simplify the sharing. Put everything in email form (because it’s still the easiest to forward), give them ready-to-forward whitepapers (without making them enter a bunch of annoying information), and give them lots of simple links to quickly share stuff via Twitter or Facebook. Busy talkers can be fantastic at spreading your word of mouth — they’ve often got big networks and are constantly making new contacts — but you’ve got to make it easy on them by making it extra simple.

email

Tags: , , , , , , , , ,

Comments

  1. gaspedal

    Fresh newsletter this morning: Overcoming the 3 common barriers to word of mouth http://is.gd/32paG

    This comment was originally posted on Twitter

  2. Jeffhurt

    Overcoming the 3 common barriers to word of mouth by @gaspedal http://ow.ly/oxny

    This comment was originally posted on Twitter

  3. terrimcculloch

    RT @gaspedal Issue #147: Overcoming the 3 common barriers to word of mouth | GasPedal’s Word of Mouth Marketing Blog http://su.pr/1vkWBd

    This comment was originally posted on Twitter

  4. Cell_Marketing

    TextMarketingToday Issue #147: Overcoming the 3 common barriers to word of mouth … http://bit.ly/AVtzV

    This comment was originally posted on Twitter

  5. shermanhu

    {WORD OF MOUTH} Overcoming the 3 common barriers to word of mouth http://ow.ly/oKXK

    This comment was originally posted on Twitter

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