WOM Tactics Part 1

Posted by lisaflorenzen

5/19/2020 4 minute read

Today we’ll start a new series talking all about Word of Mouth and how it can make or break your business in an extremely short amount of time. In this first lesson, we’ll get a feel for what exactly word of mouth is.

Word of Mouth is easily the most powerful form of marketing and is absolutely free. People talk about ads they see, the experiences they have and the products they purchase. If you treat people right and spread the word about your new products/services in a positive way, you’ll attract the right customers and clients who will sustain your business for a long time.

Now, as positive as word of mouth can be for your business, the other side of the coin is how negative it can be as well. Bad news seems invariable to travel faster than good news. If you have a less than high-quality product or weak customer service system, then your customers will tell everyone they know not to buy your products and services.

The age of technology has proved to be an amazing benefit in the world of referrals. With blogs, podcasts, online marketing, forums, social networking, and all the other online mediums available and making it easier and easier for consumers to share their experiences. And, remember this is all free advertising for you.

Let’s take a minute to talk about the importance of shortening the customer decision cycle to help customers/clients choose more quickly and easily. There are three great ways to increase sales by shortening the decision cycle. They are:

Increase the overall dollar amount customers spend on each purchase
Increase your number of customers
Increase the frequency of purchases

Let’s take a deeper look at decision speed. Offer simplicity, ease, and a fun purchasing atmosphere and you’ll help your customers make their decisions quicker and more confidently. When this happens your customers will buy more frequently, spend more money than usual, refer friends, and make the decision to purchase more quickly. This can raise your market share by over 100 times.

The time it takes your customer to decide and purchase far outweighs any other component of marketing. When you focus on customer decision speed it forces you to take a hard look at your company and brand image, positioning, value, customer service, guarantees, and product quality.

The next area I want to talk about quickly is how to minimize the friction, or stress, involved with decision making. No matter how easily people find decision making there is a certain amount of anxiety we all experience when making a purchase, especially from a new source or for a large amount of money. When you help to minimize this emotional response, you will soothe your customers’ anxiety and they will make their decision quicker and more confidently.

There are a few secrets to accelerate the customers’ decision making progress:

Your benefits, features, claims, and promises must be obvious, clear, and concise.

The information you offer must be complete, easy to understand, credible, and balanced.

Use comparisons that show a marked difference.

Your guarantees must be rock solid and more than the customer expects.

Make trial periods easy.

You must have simple evaluations of your products or services.

Testimonials need to be relevant and positive.

Your support, delivery, and other operational systems must be perfect.

Your website can be as good as you make it. You can offer more than information, you can offer an experience that guides your customers gently through the decision-making process to make it easy for them to buy. Take it a step beyond by offering toll-free support numbers, software downloads to help with the process or other classy and informative ways to reassure your customers that you are there with them every step of the way and have nothing to hide.

This wraps up the first post in our series on word of mouth. If you need help identifying your target market try our GUIDED TOUR and work with one of our coaches to come up with the best way to smooth out your purchasing experience.

Next time we’ll move forward with word of mouth and talk about the power of word of mouth and what exactly this powerful tool is and can be used for.

Search and Implement

Posted by lisaflorenzen

People only remember the extraordinary, strange, wild, surprising and unusual. This time of coronavirus mayhem will be in our memories, for life.

With that said, you need to make sure your ideas and marketing reflect the above reactions. This doesn’t mean you have to have a product or service that is completely out of the norm, in fact, this could easily drive customers away.

You need to have a product or service that is high quality and easily marketable, then you need to market it as extraordinary and new.
As you’re research word of mouth, there are some questions you need to ask along the way:

What are the users willing to tell the non-users?
• Exactly how do your customers describe your product?
• What are the non-users willing to ask the users?
• What are the things they need to know but are unwilling to ask?
• What happens when these issues are raised?
• Exactly what do your prospects have to know in order to trigger purchase?
• Exactly how do your customers answer the objections, concerns, and qualms of your prospects?
• How do your customers persuade their friends to use your product?
• How do your customers suggest they initially get to know or try your product?
• What warnings, safeguards, tips, and suggestions do your customers suggest to your prospects?
• Are your sales messages, positioning, and important facts about your product getting through and surviving word of mouth?
• What messages do you need to inject into the marketplace in order to turn the tide in your favor and how will you deliver them?

There are two main reasons why word of mouth research is so important:
1. To get the real impression and feedback from customers
2. To define word of mouth itself and the concept it creates
There is a simple formula that can help you conduct your word of mouth research. It’s called the “2-2-2” model.

2-2-2- Model
What this breaks down to is:

• 2 groups of customers
• 2 focus groups of prospects
• 2 mixed groups (enthusiasts & skeptics)

In these groups you need to ask the following questions:
1. What would you tell a friend?
2. How would you persuade a skeptic?
3. What questions would you anticipate from a skeptic?
4. How would you answer their objections?

The best way to conduct these groups is by teleconference. This ensures you’ll get a good variety of demographics for your customers and potential customers. It also allows people to feel safe and more able to express their true feelings. These teleconferences should not be conducted by you, but an independent party to avoid adding pressure to the situation.
We’re going to transition a bit and talk about how to construct a word of mouth campaign.

First, we’ll talk a look at the essential ingredients you need to put together a campaign. These ingredients are:
• A superior product
• A way of reaching key influencers in your marketplace
• A cadre of experts willing to bat for you
• A large number of enthusiastic consumers
• A way of reaching the right prospects
• One or more compelling stories that people will want to tell to illustrate your product’s superiority
• A way to substantiate, prove, or back up your claims and how the product will work in the real world
• A way for people to have direct, low-risk experience, a demo, sample, or free trial
• A way of reducing overall risk, an ironclad guarantee

Once you have those ingredients ready to use, you should consider the situations in which your company can benefit from a strong word of mouth programs. Some of these situations are:
• When there are credibility problems
• When there are breakthroughs
• When there are marginal improvements
• Where the product has to be tried in large numbers or over time
• Where there is high risk in trying the product
• With older or mature products that have a new story that people tend to ignore

• With unfair competitive practices such as spreading rumors, or telling lies about your product
• When there are governmental or other restrictions on what you may say or claim directly

While most of the word of mouth tactics are positive for your word of mouth program, there are a few products to avoid using in this program. They are:
• Products where a seminar would not provide meaningful added value
• Products that can’t be tried and where there is no consensus among experts
• Products that are clearly inferior, without having a compensating superiority for similar products
• Products that are so personal or emotion that rational discussion is irrelevant to the decision
• Products where the decision value is so small (low price/low volume) the medium will not be cost-effective.

This wraps up this post on word of mouth research and how that research can be used when putting together your referral campaign. If you need help with the research and a plan to use the results of that research, try our GUIDED TOUR to get all the help you need with our top-notch resources and tools.