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Word of Mouth

How to Create a B2B Word-of-Mouth Marketing Strategy in 6 Steps

Word of mouth influences more than 90% of B2B purchases. Yet, almost every B2B company takes it for granted. They just assume that customers will talk about the business. But that’s not how people really behave, is it? We discuss things that we don’t expect and ignore things we do expect. From a word-of-mouth perspective, […]
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A Proven Way to Multiply Customers without Wasting Money on Ads

Too many people are wasting money on advertising (online and offline), failed content marketing and influencer marketing of dubious value. But the waste of money and effort isn’t the worst part. The worst part is that you are sitting on the solution. You already HAVE what you need to grow your business dramatically. Did you […]
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The 7 Key Principles of B2B Word of Mouth Marketing

The best way to grow any company is for the customers of that company to help you do the growing. Word of mouth is the most powerful (and cost effective) method of customer acquisition and growth. In B2B, word of mouth is exceptionally important: . Why is word of mouth so vital to B2B companies? […]
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A Great Viral Marketing Case Study and Why it is not a Word of Mouth Strategy

Attention must be earned, and doing so is harder than ever, when every business is competing for eyes and ears against Princes and Duchesses, Kardashians and Trumps. Not to mention your actual competitors. In our yearning for attention, we often decide that the best approach will be to “go viral” and doing something so uncharacteristic […]
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Why Social Media and Word of Mouth Are Not the Same Thing

In our social media-dominated world, most people have the impression that word of mouth has transitioned from in-person conversations to retweets and direct messages. They believe that social media IS word of mouth. Not true. Social media garners plenty of attention and marketing budgets. But offline chatter is an equal, and sometimes more impactful, driver […]
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3 Statistics on How Millennials Are Choosing Restaurants

If you’re under the age of 35 and have eaten in a restaurant lately, chances are you asked a specific group for help to make your choice. Choosing where to eat isn’t easy for anyone, regardless of generation or geography. And, perhaps not surprisingly, half of all Americans look to recommendations from friends and family […]
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Why Offline Word of Mouth is More Persuasive than Online Word of Mouth

The number of the day today is 41.  41 is the name of a great Dave Matthews Band song. It is the atomic number of niobium. The longest and last symphony written by Mozart is Symphony No 41. And it’s the Guinness World Record for the most peopled crammed into a large car, achieved in […]
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Why do we spend much on advertising and so little on word of mouth?

In the hours that make up your day as a marketer, what percentage of your time and budget goes to advertising? According to eMarketer, US ad spending was forecasted to grow 6.6% in 2018, reaching $220.96 billion. With billions of dollars and infinite hours spent on planning and optimizing paid media, it must be the […]
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How Surprise and Delight Was Beaten by a Can of Sardines

You’d have to be a killjoy to not smile at the tale of Ritz-Carlton hotel workers reuniting a young boy with Joshie, his beloved stuffed giraffe. The story serves as a stellar example of surprise and delight. When the Ritz-Carlton staffers saw that the young guest had left his favorite toy behind, they decided to take the […]
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How Unique Selling Propositions Are Killing Your Word-of-Mouth Marketing

When your friend returns from a vacation, he’s probably eager to tell you about his fun getaway. But which story truly sticks with you? That the hotel had an amazing infinity pool? That the local restaurants offered incredible food? What about something oddly specific — like the fact that the concierge gave away a different […]
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Why You Trust Anonymous Reviews More than You Trust Your Ex

66. That’s the number I want you to remember today.  It’s a hexagonal and triangular number. It’s the name of the Mother Road, the famous and historic Route 66. Sixty-six is the international direct dialing code for Thailand. And, it is the number of hot dogs Joey Chestnut ate in 15 minutes in Nathan’s Hot […]
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Why Word of Mouth Is More Important than Advertising for Big Purchases

How do you make decisions? Are you impulsive or are you deliberate? The study of behavioral economics tells us that all of us are both, dependent on the situation. We have two different systems for decision-making. We think fast and slow, as Nobel prize winner psychologist Daniel Kahneman would say. When the stakes are low, […]
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5 Questions to Ask Customers When Creating a Word-of-Mouth Strategy (and How to Ask Them)

Every brand has a story to tell. But not every business knows how to inspire its customers to re-tell its story.  Despite the inherent difficulty, word-of-mouth marketing is the sort of self-perpetuating machine that should be the goal of every company to engineer. Rather than overspend on traditional advertising, turn to your best and least […]
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The 3 Types of Customers That Will Talk About Your Business—and The One That Definitely Won’t

Have you ever wondered what causes some companies to earn free publicity from customers who gush about them? Meanwhile, countless brands toil away in obscurity hoping someone will notice them. The difference? Talk triggers. These are the qualities that spur word-of-mouth marketing. They are the talkable parts of your brand. This differentiator could be as […]
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This Is Why the Cheesecake Factory Spends So Little on Advertising

The number I want you to remember today is 38. 38. It’s the number of slots on an American roulette wheel (0, 00, and 1 through 36). It’s the atomic number of strontium. Colorado was the 38th state to be admitted to the Union. And it’s the current Guinness World Record for the most fish […]
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You’ll Laugh Hysterically Watching These Videos About Talk Triggers

When we put together the marketing plan for Talk Triggers, we thought it would be fun to share it with friends early. We decided to package the book up with some of the key elements of the case studies: signature chocolate chip cookies from Doubletree by Hilton, a hot pink headband from Uberflip and … […]
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Guess Which Celebrity Consumers Trust Most [Chart and Video]

Pop quiz: If Dwayne “The Rock” Johnson was paid $20-plus million for 2018’s “Jumanji: Welcome to the Jungle,” and his presence in that movie helped it gross more than $950.8 million worldwide at the box office, what is the likelihood your customers will trust him if he recommends your products or services? That’s right. Zip. […]
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The 5 Types of Talk Triggers [Infographic]

My new book is called Talk Triggers: The Complete Guide to Creating Customers With Word of Mouth. Written with Daniel Lemin, it gives any and every business a reliable framework they can use to do word of mouth on purpose, not on accident. The book includes: results from four separate research studies, case histories from more […]
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Why I Spent 18 Months Ignoring My Family and Writing This Book

Word of mouth is the original marketing. It was, for a LOOOOONG time, all we had. Even today, 50-91% of all purchases are influenced by word of mouth. Yet, NOBODY has an actual strategy for it. You have a digital strategy, and a content strategy, and a social strategy, and a bunch more strategies. Yet […]
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50% of Americans Like This Type of Information Best When Researching Purchases

50. What does that number mean to you? Perhaps, you think of golden wedding anniversaries when you think of 50. Or maybe you think about how it’s the fifth magic number in nuclear physics. It represents the number of states in the U.S. It’s also a milestone achievement in the NHL: 50 goals in 50 […]
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Study Finds 77% of Millennials Have Recommended a Product or Service in the Past Month

Who do you recommend? It’s an innocent question. One that I rarely think about before I ask, whether presented to a restaurant server or posted online in a Facebook group. The answers we receive shape our own opinions, tweak our preferences and cement our decisions. When we ask other people for their recommendations or respond […]
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3 Reasons Word of Mouth is the Best Way to Grow Your Business

The marketing department is under new management. The only problem? Most people don’t recognize the new boss. While most companies are busy inflating their paid social media budgets or expanding their video personnel, precious few are focused of the simple power of something less expensive, more personal, and typically more effective: word of mouth. Some […]
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How Word of Mouth Differs for Men and Women

22. That’s the number I want you to focus on today. It’s the number of Top 10 hits by Taylor Swift (Ironically, it’s also the title of one of those Top 10 hits). It’s the length of a cricket pitch if you’re measuring in yards. It’s the name of a 202-mile Interstate that runs from Birmingham, […]
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What do Sammy Hagar and Word of Mouth Marketing Have in Common?

It’s not often that a rock star gets looped into a marketing blog. But in this case, there is common ground. One number in particular.  55. Get it?* If not, keep reading. 55% of people have made a word-of-mouth recommendation to someone else in the last 30 days. In fact, when asked to select just […]
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17 New Statistics About Word of Mouth

This is just one of the dozens of findings in our new research, Chatter Matters: the 2018 Word of Mouth Report. In this exclusive study, we surveyed 1,001 randomly sampled Americans to determine how we decide what to buy, and how to vote. Word of mouth—online and offline—impacts every business, organization, candidate, and cause. Word of […]
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