True Word-of-Mouth is not about “the deal”…

All Word-of-Mouth is not Word-of-Mouth – there are differences and it can make a world of difference as you think about how to build your business using this powerful process.

Now we have Groupon, Living Social, Amazon, and a host of other “super deal sites” popping up on our landscape and people often ask me if this is what we mean by “Word-of-Mouth” communications.  NO.  Next question…OK, let’s elaborate a bit more…

It is very important for business leaders to understand there is a difference.  If your friend sees a hot deal on Groupon and forwards it to you, is this considered word-of-mouth?  The answer is YES because someone took the time to share it with you and you took advantage of it and thanked them.  But let’s look below the covers of this a bit further.

When this happens, who is benefiting the most in this transaction?  Is it Groupon because you shared their deal or is it the person that shared the deal with you?  The answer is actually both.  But there are different things happening here that might not be obvious.  For Groupon, for example, they get their name out because they had the hot deal of the day.  But tomorrow, it might be Living Social, and no one is interested in Groupon that day.  No word-of-mouth for them today.  Tomorrow it is Amazon and they are the hot deal of the day – no word-of-mouth for Groupon or Living Social today. And the cycle continues…

However, for your friend who shared this valuable information with you, your relationship and their word-of-mouth got just a little bit stronger.  Why?  Because they took time to share one of these deals they felt would benefit you – and it did.  When they share something (anything of value) tomorrow and the next day and the next day, your relationship and trust with them gets a little bit stronger each time.  To the point to where YOU become “their Advocate” and YOU tell others about them – true word-of-mouth.  This is the “long tail” or true value of word-of-mouth and building advocates.  Your reward comes from this process working on your behalf because you provided “passionate value”.  More on this term in another post.

So when you look at how to incorporate a “Word-of-Mouth Strategy” in your business, it is important to build it with the “long tail” approach and build advocates.  Everything else is just a fleeting “deal of the day” and no one remembers this, or you, tomorrow…

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One Response to True Word-of-Mouth is not about “the deal”…
  1. Alexandru
    February 9, 2012 | 2:24 am

    Yeah, it doesn't get any betetr as they get older, either. Then they add your attitude and the same words you use to punish them, they flip around on you. Good times!