13 keys to successful word of mouth marketing


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I had the privilege of meeting Andy Sernovitz several years ago at a Word of Mouth Marketing Association event, and he’s continued to impress me on a regular basis ever since. His book is the “bible” for effective word of mouth marketing, and his blog is a constant feed of great marketing ideas (many of which are accessible and achievable without budget or resources of any kind).

I was honored recently to be asked to review an advance copy of Andy’s newly-revised Word of Mouth Marketing: How Smart Companies Get People Talking, and when it arrived it was accompanied by several bookmarks that summarized Andy’s “Word of Mouth Marketing Manifesto.” You hear the term “manifesto” and you think long, rambling. But this manifesto is just 13 efficient points. Here they are:

  1. Ethics come first.
  2. Happy customers are your best advertising. Make people happy.
  3. Marketing is easy. Earn the respect and recommendation of your customers. They will do your marketing for you, for free.
  4. Great service starts great conversations.
  5. Marketing is what you do, not what you say.
  6. Negative word of mouth is an opportunity. Listen and learn.
  7. People are already talking. Your only option is to join the conversation.
  8. Be interesting or be invisible.
  9. If it’s not worth talking about, it’s not worth doing.
  10. Make the story of your company a good one.
  11. It’s more fun to work at a company that people want to talk about.
  12. Use the power of word of mouth to make businesses treat people better.
  13. Honest marketing makes more money.

Great lessons to live by.

Bonus lesson #1: I asked Andy’s permission before posting this. I knew he’s be OK with it, especially since he’s a word of mouth advocate, but by gaining permission first I ensure it’s positioned exactly how he’d want it, plus he now knows directly I’m going to help him promote his content. If you do this, it takes just a few seconds and you might just get the a link back from the author in return.

Bonus lesson #2: Andy also shares this manifesto in a one-page PDF, and at the bottom gives explicit permission and instructions for how to share, post or pass along. If you want your customers and readers to share your content with others, are you waiting for them to do so, or inviting them directly?

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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