Newsletter #206: How to get more WOM for what you’re already doing

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With just a few tweaks, you can get a lot more conversations out of the remarkable stuff you’re already doing. A few ways to do it:

1> Open it up
2> Stuff it
3> Build it to be stolen

1> Open it up

Fans love the behind-the-scenes stuff they don’t normally get to see. It’s things like your product testing, your outtakes, and your company culture. The Zappos facility tour thrills fans — so recently they opened the experience up to the world with a live webcast and an email to tour alumni encouraging them to invite their friends and family to check it out.

2> Stuff it

Your shipping boxes aren’t just a way to get your product to your customers — they’re also a way to get them talking. Try stuffing them with coupons for friends, stickers, T-shirts, and catalogs. Ask yourself, “What can we put in here that our customers will immediately share with a friend?”

3> Build it to be stolen

Look for ways to make your reports, your research, and your graphics easier for the world to steal. To see how an expert does this, check out how eMarketer gives away all of their graphs and charts in PowerPoint friendly layouts. With a simple copy and paste, presenters have been happily promoting eMarketer for years.

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