Word of Mouth Marketing by Andy Sernovitz explains what Word of Mouth Marketing marketing is and how you can leverage it.
- Happy customers are your best marketing and advertising tool
- Be remarkable to get people talking
- People spreading your brand are normal, everyday people. But also try to target influencers in your niche
Two Rules of Word of Mouth Marketing
The two rules of word of mouth marketing are:
- Give people a reason to talk about your stuff
- Make it easier for that conversation to take place
In even simpler terms, WoM marketing is: everything you can do to get people talking.
Andy Sernovitz says that WoM marketing as an acronym to go together with B2B and B2C is B2C2C.
The business originates the ideas. And then it lets the people do the propagation.
Word of Mouth Marketing Manifesto
- Make people happy
- Be interesting or invisible
- Great service starts great conversations
- Marketing is what you do, not what you say
- People are already talking, you must join the conversation.
- Be original: not worth talking about equals not worth doing
- Negative WoM is an opportunity to learn
The very first best advertising tool are your customers.
Make people happy and you get free, high quality advertising.
Who Are Word of Mouth People?
The author says that there is an idea around, originating from The Tipping Point, that word of mouth originates from ultra-hip and ultra-connected talkers.
My Note: that’s actually an old theory in communication circles based on the idea of “thought leaders”.
However, the author says that’s not true.
It’s ordinary people who fuel the real word of mouth marketing.
Types of WoM Talkers
There are a few different types of people who will do word of mouth marketing for you:
- Happy customers
- Online talkers (leave a review or a comment online)
- Logo lovers (people wearing your logo)
- Eager employees
- Listeners (people eager to hear from you)
- Fans and hobbyists (the most die hard talkers)
- Professionals (reporters)
Why People Talk About You
People will fundamentally talk about your and/or your product for three reasons:
- They like you
- You make them look smart with your product
- They want to belong to a group
People don’t talk about ordinary stuff. They talk about their first times. And what was remarkable.
Bit Common Sense
The information in the book is well structured but a bit common sense. There are quite a few good nuggets and it can still be a great reminder anyway.
Highly Relevant to Today’s World
Today getting reviews and opinions from word of mouth (or bytes) is probably more popular and common place than it’s ever been.
In my opinion this is good information and theoretical knowledge to have.
But putting it to actual use is a completely different thing.
You will hear lots of people lauding those books and giving them raving reviews.
They are great reads indeed.
But I have never heard anyone who said “I tipped the point / I went viral / I achieved mass market penetration” thanks to the theoretical knowledge I acquired with those books.
Basically: good theory, but the chances it will increases your chances of going viral are not that high.
Overall: a good book and easy to read.