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Word of Mouth Isn't Just Gossip
September 11, 2007

I read an interesting article in The New York Times Magazine, dated September 2, 2007, about the music guru Rick Rubin and whether he can save the music industry.  Record giant Columbia hired Rubin to turn around the company since the ways of old are no longer working.  According to a focus group of 20 college students from Harvard, Penn State and the University of Miami, "a) no one listens to the radio anymore, b) they mostly steal music, but they don't consider it stealing, and c) they get most of their music from iTunes on their iPod.  They [said] that MySpace is over, it's just not cool anymore; Facebook is still cool, but that might not last much longer; and the biggest thing in their life is word of mouth. That's how they hear about music, bands, everything."

So, you may be thinking, I'm not in the music industry so how does this pertain to me?  Because everything about business is changing.  How you target customers and how they buy, as you know, has changed drastically over the last five years, and what worked two years ago (and you may just now be getting on board with it) isn't necessarily working anymore.  The good news is the one way to promote your store and your web site that has always worked is word of mouth. People like you, they tell others, and BOOM you have a ton of business. 

Take our house painter for example.  My husband and I are restoring the outside of a hundred-year-old home and we submitted bids for numerous painters.  One in particular excelled at customer relations and he made my husband feel good.  We used them and they a) showed up when they said they would, b) completed the job on time, and c) charged us what they said they would.  My husband was so happy he even gave them a tip ($$).  Then we handed out their business cards to everybody that stopped by to admire our newly painted house.  Rigo and Oscar secured five jobs and counting from this simple word of mouth, as well as more work on our house.

Here's the equation:  happy customer = tells others = repeat customers = business success. 

What could be more simple than that?

So what are you doing to integrate better word of mouth about your business?

Step 1:  Be NICE.  Spread some random acts of kindness to people who obviously need it.  So the woman that is bothering you is acting like a pinhead?  Don't step on her; smile at her.  For all you know, her husband just left her for the babysitter and her son just flunked out of school and she's taking it out on you.  That smile could change her day.  Remember that 99% of all people's actions have absolutely nothing to do with you, but something else that is happening in their life.

Step 2:  Give something away.  Whether it's a small token of appreciation, a kind word, a smile, or coupon for a free ice cream cone, give people something they can take away to share with others.

Step 3:  Tell people, with a smile, about your business whenever you discuss what you do for a living.  So you hate the accountant, and the landlord is nickel and diming you over the water leak, and the new construction is driving away customers...save that for your partner and your therapist.  The person next to you in line at the grocery store, or at the business meeting, wants to hear something positive about your business.  Positive Image = Sale $$

Step 4:  Send out a newsletter or email to those on your list with an offer.  Tell a story, brighten a day, give something away (see Step 2) and tell them for each person they share it with, the bigger their percentage of savings (so what if you give away some merchandise for free if that particular person shares your email with 500 people).

Step 5:  Find you best advocates and enlist them to help you with spreading the word about your business.  Take them to dinner, host an open house for VIPs, etc. to make them feel special for their contribution.  Have I told you about my favorite store, Fritzel and Latte', located at 619 N. Trade Street in Winston-Salem?  Pam Powers is the owner and I adore her. How come?  She's sincerely nice to me when I walk into the store (see Step 1).

All the advertising dollars in the world cannot make up for bad press and negative reactions about your business.  Great word of mouth cannot be bought...all it takes is some acts of kindness.

The Simple Truth of Service (video)
What are people saying about you?
How to start a viral marketing campaign

Posted by Suze Bragg on September 11, 2007 | Comments (1)