By Maria Valentina Sansur
Have you ever loved a restaurant’s food so much that you shared it with all your friends? Did they eat there after your recommendation? If the answer is yes, this concept is known as “word of mouth”. The passing of information from one individual to another is one of the most powerful tools in marketing. Let’s see it the other way around; have you seen a TV show based on your friend’s opinion? Think about the last movie you watched. Did someone talked to you about it beforehand? Word of mouth influences over 50 percent of all decisions.
Why is word of mouth so effective? Well, when someone is making a suggestion, the message is directed to an audience that is interested in what the person is saying. For instance, you are more likely to talk about a vegan restaurant with your vegan friend. Word of mouth can be even more effective than advertising. Companies will do the impossible to make themselves look amazing through commercials. However, when you are talking to someone that has had a direct experience with the products or services of a company, he or she will be honest with you. That person will be objective and more credible than any ad the company has ever used.
Making people talk is vital. To promote word of mouth, you have to be remarkable and do things differently. In his book Contagious, Jonah Berger expresses how virality is not born but made. Regardless of who is speaking, if it is remarkable, it will go viral. There are many instruments used to create a contagious content. For instance, creating original and unusual links between your product and another item: Nutella and bread or peanut butter and jelly. Another effective tool is evoking emotion. Think about the videos of the soldiers from the U.S. army surprising their families, why did you shared them? Why did someone else share them with you? We like having pleasant and positive emotions and show people how we feel about this kind of things. People like sharing good news because when we care, we share!
Be Remarkable, Be Viral
Want to learn about why things catch on?
Read: Contagious by Jonah Berger