3. Do something extraordinary. Have an outrageous promotion, post a ridiculously low price, or introduce an exceptionally innovative product. Customers like to tell others when the news is just a bit shocking or surprising. This can spur WOM like nothing else.
4. Keep in mind print and web ads and broadcast commercials get most of their power from WOM. One person sees the ad, then tells another about it. That person may tell another creating a chain reaction that eventually reaches dozens of people. Communication scientists call this Multi-Step Flow. It’s surprising very few of us ever think past the initial person who sees the ad, but the reach can be far larger. That is especially true in the current age of Social Media. An experience can be posted to reach thousands of friends.
5. Do something nice. Give two extra donuts, fix the flat for free, throw in some designer sunglasses. This something extra can get people talking and telling friends about your kindness and their good fortune.
Now that you have a good feel for World of Mouth, think of some ways your business can create some. It’s far and away the most powerful type of marketing available. And it’s almost free!