When advertising and word of mouth work together, you get what we call the “WOM bump.” When your ad is so remarkable that people actually want to forward it to a friend, you reach exponentially more people than those you paid to reach. It’s rare – because so few ads are worth sharing – but…
WOM Tips
Word of Mouth Tip #63: Offer something crazy for the crazy fans
Support your fanatical, crazy, and passionate fans. They’re rare, and they deserve extra support and encouragement. Tough Mudder events are extreme, long-distance obstacle races that attract some serious (some might say “crazy”) athletes. And as part of these races, they have a lot of fun side competitions like costume and mullet contests. But they also…
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Word of Mouth Tip #60: Give old fans a new reason to talk
All word of mouth conversations need a trigger – something to start the conversation. For your new fans, everything is different and exciting, so they’re surrounded by triggers. But as the newness quickly fades, you need to mix in remarkable moments to give the old-school folks something new to share. By the time you hit…
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Word of Mouth Tip #14: Don’t let them leave without something to share
Never, ever let someone leave your store without offering them something to take with them – something that will help them tell the next person they see about you. They’ve just experienced your awesomeness, and they’re primed to talk. You just need to put something in their hands to help them do it. It doesn’t…
WOM Tip #80: Encourage fans to tell celebrities about you
Influential talkers like celebrities can give you a significant word of mouth boost. Jimmy Kimmel introduced us to Rebecca Black, PETA has long used celebrities to promote their cause, and Oprah’s list of “Favorite Things” is legendary for popularizing products. But celebrities can be very difficult to reach. So difficult, you’re typically better off focusing…
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Word of Mouth Tip #116: Put customer love where everyone can see it
Amazing praise from happy customers doesn’t do anything for you unless people can see it. Post reviews where everyone can find them. Link to great blog posts about you online. When customers send you raving feedback, politely ask if you can use it in your marketing materials. This is the way to do it: The…
Word of Mouth Tip #107: Introduce your customers to the neighborhood
Home construction can be a pain for everyone in the neighborhood. Drills, traffic, heavy machinery, flying shrapnel – it’s all part of it. Nobody gets excited to see a builder show up at a vacant lot next door. But they might if it’s Hawkins Construction and the architects at Rizzo Associates. That’s because they send…
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Word of Mouth Tip #123: Start something great and ask fans to join you
Give people something worth believing in – something worth joining and following – and you can create amazing conversations. Sam Parker and the folks at GiveMore.com started something great: They created a “Declaration of Contribution” and sent an email asking their fans to sign the petition. They described it as a way to remind ourselves…
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