Andy Sernovitz at MarketingProfs offers six WOM tips, gleaned from his experiences with Holly Suttmann, a former schoolteacher who has effectively been promoting her Black & Light Candle company.
“Holly really understands word of mouth,” Andy says. “She’s proof that every business can master these inexpensive techniques. There are a lot of global companies that should study what she’s doing.”
I’m going to extract and paraphrase a few of Andy’s gems:
- Cultivate key talkers. But use personal notes and e-mails, NOT not press releases, to build a personal relationship with the writer or blogger. As Sernowitz aptly put it, “Not sales calls, just friendliness.” [Note: there is a time and place where press releases are appropriate, but not with bloggers! More on that in a future post.]
- Give away free samples. People can’t talk about a product they haven’t seen.
- Make it easy to spread the word. Think coupons, discount codes and other pass-alongs.
Question: What is missing from this list? It’s an essential ingredient for any kind of effective marketing, conventional or viral. It’s mentioned in the MP article, but it’s not on my list. Can you spot what it is — without looking at the original article?
Tell me in the comments.