Years of marketing research has shown that word-of-mouth marketing is not something that happens by accident. In fact, it can be consciously created if you understand what drives it. Here are some of the most important factors that drive word-of-mouth advertising.
Something That’s Very Different
If something is truly different, people are going to talk about it. Things that have never been done before are hot topics of conversation. Whether it is a new buffet restaurant in town or the iPhone 5 release, if it is new and unconventional, people are going to talk about it.
Even if your product isn’t one hundred percent original, you can still do something unique. For example, a cake company isn’t anything new, but one cake company generated a lot of buzz by baking the largest cake in the world.
Unusual Human Interactions
Another thing that tends to drive word-of-mouth marketing is human interactions. When someone spilled coffee on an executive’s suit on an airline flight and a flight attendant offered his own suit so the man could go to his meeting properly dressed, the story went viral on the Internet.
Another example is a restaurant whose waiters are constantly insulting customers. It’s their brand. It’s actually funny and customers go to this restaurant just for the unique experience. The examples go on and on. Out of the ordinary human interactions drive word-of-mouth.
I Think Someone I Know Will Love This
Another core thing that drives word-of-mouth is the “I really think my friend will love this” mindset. Friends are always on the lookout for friends. If your product, service, article or blog post is written so it will help other people, chances are that friends will pass it along.
Try to create content or products that will appeal to different kinds of people who have a common thread. For example, if you have a website about making money on the internet, create content that will appeal to both freelancers and internet entrepreneurs.
Various Formats
Different people like to share different kinds of things. Some like to share and talk about contests, videos, or funny graphics, while others will share only strictly educational material they think friends will enjoy. Don’t just appeal to one kind of person. Create your word-of-mouth marketing so that it will appeal to a wide range of people.
These are some of the main factors that drive word-of-mouth advertising. Word-of-mouth can be planned. You don’t have to hit all of the topics discussed above, but to succeed you should aim to hit at least one or two of them.
