3-Minute WOM Lesson: How to find and support great word of mouth topics

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A great word of mouth topic answers the question, “What will my talkers talk about?” Three ways to find and support yours:

1> Test your topic
2> Keep tweaking it
3> Fight your own boredom

1> Test your topic

Find out if your topic has potential by sending it out into the world. Leak it to your customers, try it in just a few stores, test it online, or start including it in your email newsletters. And remember: It’s impossible to fail here — if your topic flops and doesn’t create word of mouth, by definition that means nobody knows about it.

2> Keep tweaking it

When you’ve found a topic that resonates with your talkers, take advantage of simple ways to tweak it or build on it to keep things fresh. Make your topic bigger, weirder, faster, cheaper, pricier, more purple, or extra stretchy. Regularly updating your topic means there’s always a new reason to talk about it.

3> Fight your own boredom

Most marketers tire of their stuff long before their fans and customers do. We often see it when iconic taglines get replaced by muddy, mediocre ones. Instead, channel this natural restlessness into tweaks and refreshing adjustments — but don’t let it ruin an otherwise healthy word of mouth topic. (For a great example of this, check out how Office Max’s “Elf Yourself” is stronger than ever, now four years since its original launch.)

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Comments

  1. Virtual Agent

    That seems simple yet effective enough. I guess, one can start with a parameters of commonly popular topics that might attract replies and discussions, and then one can work from there.

  2. LeoBlogger

    Word of Mouth is one of the best advertising strategy nowadays. In fact, i’ve using this for months and it was a very effective to promote my business. As i read this, it helps to improve my tactics in WOM advertising. Thank you!

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  2. Social Media Marketing HQ | Learn Social Media From the Industry's Brightest Minds » 3-Minute WOM Lesson: How to find and support great word of mouth topics - January 5, 2011

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