In today’s socially engaged and networked marketplace, word of mouth advertising has moved to the top of the marketing campaign elements at your disposal.
Your goal in this type of marketing is to do things worthy of your customers talking to others about. These good things may be from other parts of your business, such as customer service or customer experience, or in your marketing messages.
In this article, we are going to focus on how to get customers talking about your messages. So how do you craft word of mouth advertising messages worth your customers talking about? Consider these 7 tips we use most often with our clients:
Focus on customer needs end state … and not the means
Make the message as clean and simple as possible
Use comparisons where you can … even direct with competitors, if you can solidly substantiate the claim
Be different … avoid normalcy at all costs
It’s OK to be controversial … create conversation through the ‘buzz’
Paint the picture of value …makes the value stand out
Use pictures / visuals … they are much better than words
“You just can’t say it. You have to get people to say it to each other”
- James Farley, CMO Ford
Word of mouth advertising is nothing more than giving your customers something good to talk about.
When was the last time you employed word of mouth advertising messaging?
What are some of your experiences with word of mouth advertising? Please share an experience with this community.
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