People engage in word of mouth for three core reasons:
1> The “You” reason
2> The “Me” reason
3> The “Us” reason
1> The “You” reason
The “You” reason people talk is all about the stuff: The marketer and the products. People talk because you’re doing or selling something they want to talk about. If you’ve given them something to love, you can build on that — if not, you’ll have to address this before you can worry about the rest.
2> The “Me” reason
The “Me” reason people talk is all about the talker: It makes them feel smart, important, or helpful. As talkers, we’re driven to share by feelings that are far more about us as individuals than about what a business is doing. Give your best talkers inside information, samples to share, and special status to trigger these emotions.
3> The “Us” reason
The “Us” reason people talk is all about feeling connected to a larger group. The desire to feel connected is among the most powerful human emotions. Help your talkers feel connected by creating group recognition through T-shirts, hats, special insider groups, and big rallies or events.
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