Tue, 01 Sep 2009 23:36:00 GMT

Word of Mouth With Added Weight

When I was in high school, my friends would recommend music to me. But they didn't stop there; they also burned me CD's to listen to. I discovered a lot of bands that I still listen to and patronize because of my friends recommendations. However, their recommendations alone would probably only have persuaded me to listen to a fraction of the music that I ended up liking. The real thing that pushed me over the edge was the fact that I could try out what they were recommending to me. I didn't have to go out and find it and I didn't have to risk spending the money on something I might not like.

As a marketer, the goal is to win over the majority with your product. The way you win over the majority is by making your product remarkable so that the early adopters will want to talk about your product. If you want your salesmen, the early adopters, to do a good job selling your product you have to equip them with the right tools. Someone is not going to buy a $500 dollar licence for software or spend 3 hours filling out forms just to use a product based on another persons recommendation. The barrier is too high. Make it easy for your salesmen. Give them the CD's to hand out. Upload your videos to YouTube so they are easy to link to. Only ask for the bare minimum for someone to register on your site. When you make it easier for your salesman to make the sale, you will benefit.

Tue, 25 Aug 2009 13:39:00 GMT

Some Words Bare Repeating

When I was in elementary school we had a special speaker come. He was a story teller who had an odd trait. He would repeat everything he said three times. Finally, he explained this to us. He said the first time was so that we would hear it, the second time was so we would listen, and the third was so that we would remember it. He repeated the explanation three times and needless to say, I never forgot it.

Marketers have the same sort of goal as that story teller. They want you to remember what they tell you so that you will use that information when you make a purchase. It used to be true that they could do that directly through advertisements. That is no longer the case anymore, since very few people let a marketer get past the hear stage. Seth Godin's concept of permission marketing is one example of a way to bridge the gap from hearing to listening and the purple cow is a great way to get that permission. The next gap is covered by the idea virus of your purple cow.

You as a marketer are not the person who will make people remember your product. Direct advertisements do not work. The only thing you can do is get people to listen. Once you have done that, the people who have listened will make others remember for you.

If you want to learn more about the purple cow and ideas that spread you can check out my notebooks section where I'm currently taking notes on Seth Godin's Purple Cow.