When it comes to word of mouth (WOM), I don't think anyone's ever said it better than marketer Christina Kerley. From her blog:
When a person finds value in a brand they are inspired to tell others. And because that brand buzz is authentic (not profit-driven), others trust their opinion--and might just buy the brand, too. That is how WOM works. And how it's always worked.
Think about it. How often have you recommended a product or service to someone? What was your reason? Chances are, it was because that product or service, be it a restaurant, a shampoo or a marketing consultant (hint hint), was something that you were really happy with. Something that delivered on its promises. Something that, for you, was well worth shelling out a few clams for.
Kerley goes on to say:
Ergo, it is the job of marketers to (1) develop and maintain unique brands that are high in value (so as to delight and encourage positive WOM) + (2) devise clever ways to spread awareness/interest/desire about those brands (so that more people can learn, try and recommend those products to others) + (3) listen to the feedback on their brands and the brands that compete with them for market share so as to improve their current brands, or create entirely new ones. Or both.
This is what we're talking about when we encourage you to discover your Essential Message. When you know your true differentiation, you can position yourself around your unique value. You discover what your clients and customers both need and like most about what you do. And you know exactly what message to send out to your prospective customers - the people who need you - so they become aware of what you have to offer them and, hopefully, give you a call.
It's also what we're talking about when we pester our clients to collect testimonials. If you don't get feedback from the people who know, use and trust your brand, you can't improve or grow. While you're at it, why not ask your clients what it is, exactly, that you've done for them? You might be surprised at where the answer takes you - in fact, if Michel hadn't done just that, he wouldn't have discovered his gift for uncovering and communicating people's true differentiation - and The Essential Message wouldn't have been born.
Your mission, should you choose to accept it: How much of your business has come via WOM? What are people saying about you? Find out. Send out a client survey. Ask for that testimonial or referral. And don't be shy about asking your clients just what it is about what you do that they value most - and, if necessary, changing your offering, and your messaging, accordingly.
How kind of you to cover this--and I do love the name of your blog! The thing is, the words I wrote, are just a simple truth. I just kept saying them so much that I finally decided to write them down ;-).
Everyone keeps trying to manufacture WOM--but one cannot do that. They can only create an exemplary product, service, idea or experience that is buzz worthy.
We trust authentic opinions, recommendations and experiences. Be it for a local drycleaner who takes extra care with our clothes, a terrific book that has opened new views or viewpoints, or a great consultant who went over and above to not only meet goals--but inspire us in the process.
Oh, and 100% of my biz comes from WOM (I don't cold call or advertise). I follow my own recipe: create value and pull business based on that...and create meaningful relationships that are happy to recommend business one's way.
Like I said, a very simple truth. (Which many times happen to be startling revelations.)
Thank you again. I'm so glad it brought you value.
Posted by: CK | April 26, 2008 at 05:02 AM