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Great word of mouth marketers try lots of topics, test lots of ideas, and ask a lot of questions — especially these three:
1> Who will talk about us?
2> What comes next?
3> Would anybody tell a friend?
1> Who will talk about us?
Every successful word of mouth program begins with a focus on the talkers. When looking for yours, remember it’s not always your buyers who make the best evangelists. Don’t forget industry analysts, strategic partners, neighbors — they’re all potential talkers and they’re where it all starts.
2> What comes next?
Asking what you’re going to do next can turn your one-off stunt into long-term word of mouth. Think about how you’ll follow-up, how you’ll make it bigger, or how you can build off of whatever you’re doing. Small, individual tests of word of mouth topics are great, but true word of mouth is a movement — not a stunt or a campaign.
3> Would anybody tell a friend?
This is a question that changes companies. The next time you’re launching something, creating something, or starting something, ask yourself, “Would anybody tell a friend?” The choice is simple — be interesting or be invisible.
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