What is Word-Of-Mouth (W.O.M.)?
Wikipedia has an elaborate and complete definition.
But we don’t need a fancy definition to explain this basic concept. Just think: GOSSIP. URBAN LEGENDS. BAD NEWS. RUMORS & INNUENDO.
These all epitomize word-of-mouth. A message passing from the lips of one person, to the ears of another. And on it goes, an unbroken chain of messaging. That has a life of its own.
Businesses care about word-of-mouth as a means of getting a message out. Because it is cheap (virtually free). And it has greater reach than any other medium (people believe the message, because it comes from someone they trust). Hence the term, Word-Of-Mouth Marketing.
There are common threads with Word Of Mouth marketing, that include:
- FRESHNESS -
If it’s old news, no one is talking about it. If it’s new, people will talk about it - assuming it has at least one other component making it worth talking about. New for new’s sake falls flat.
- FEAR -
The fear of missing out, or the fear of being targeted. I have a friend who has “horror stories” for every scenario imaginable. Never mind she never knows the people who suffered these terrible fates directly… she heard from someone. And that’s that. So fear spreads.
- FUN -
You can always tell when a friend is just getting onto the Net. They email you jokes daily. Jokes you saw back in 1993. 
But let’s face it - humor is memorable. And everyone wants their friends to think they know funny. So humor spreads, too.
- FERVOR -
Sometimes people just plain old CARE about a cause. So much that they are willing to talk about it.
Widely viewed as the first major word-of-mouth campaign on the Internet, HOTMAIL scored a coup in 1996, with a simple concept. Free web-based e-mail. But each message sent would contain an ad, inviting the recipient to sign up with HOTMAIL. Millions of users and accolades later, they were purchased by Microsoft.
More recent examples include Burger King’s SUBSERVIENT CHICKEN, a ridiculous web site featuring a guy in a chicken suit, that responds to your commands. Clever, unusual, wickedly funny. And relevant (it was advertising Burger King’s chicken sandwich).
But if you have a business smaller than HOTMAIL, or Burger King, how do you get this kind of BUZZ in the marketplace?
That’s the holy grail, isn’t it.
Low-to-no cost marketing.
People talking excitedly about your product.
Spreading the word. Becoming evangelists.
“YOU TOO, CAN DO THIS WITH YOUR PRODUCT! CLICK HERE TO BUY THE SOLUTION NOW!”
$$$$$
(grin)
The truth is, creating sustained word-of-mouth (or even momentary word-of-mouth for that matter) is not easy. There’s no silver bullet. The truth is that your company must be worth talking about. It must already stand out in some way - the word-of-mouth marketing campaign must be an add-on.
Put another way, don’t put lipstick on a pig. Take a cold, hard look at your company. Figure out what you can focus on differentiating with.
Maybe it’s low (or high) cost.
Maybe it’s product quality.
Maybe it’s product design.
Maybe it’s simplicity.
Maybe it’s customer service.
Maybe it’s being connected with your customers.
Maybe it’s product documentation.
Maybe it’s speed of service delivery.
WHAT MAKES YOUR COMPANY STAND OUT TODAY?
If nothing, how WOULD you like your product to stand out?
Figure out that part of the equation.
And then the sexy ways in which you can highlight that difference, will come a bit more naturally.
All you need is one differentiator. Word-of-mouth will eventually follow.
SO WHAT’S REMARKABLE ABOUT YOU?
Bolaji Oyejide is an Online Marketer and serial entrepreneur. His latest company, Rat Race Escape Artists (www.Rat-Race-Escape-Artists.com), helps you create a personalized plan to get out of the Rat Race, and find your buried cheese.
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Bolaji Oyejide,April 17th, 2009
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