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Issue 1 > Everything you need to know about word of mouth marketing.

Everything you need to know about word of mouth marketing.

Andy Sernovitz with 'Happy customers are your best advertisers—they'll tell friends.'

Okay. Here's the quick version. Everything you wanted to know about word of mouth marketing but were afraid to ask. It all comes down to this: Happy customers are your best advertisers. If people like you and like what you do, they will tell their friends.

Lesson 1: The definition of word of mouth marketing.

Word of mouth marketing is giving people a reason to talk about you, and making it easier for the conversation to take place.

It's C-to-C Marketing—when a consumer tells a consumer about you. Actually, it's B to C-to-C. When it comes out of the mouth of a marketer, it's marketing. When a real person repeats it, it's word of mouth.

It's more than just marketing—it's also product design and customer service. People talk about fantastic stuff and great treatment from companies they like.

Lesson 2: The four rules of word of mouth.

Rule #1: Be interesting. Nobody talks about boring companies, boring products, boring ads. Everyone can be interesting.

Before you run an ad, before you launch a product, ask your spouse about it. Trust me… if he or she finds it interesting, you've got a winner.

Rule #2: Make people happy. Create amazing products. Provide excellent service. Go the extra mile.

Make sure the work you do gets people energized, excited, and eager to tell a friend.

Rule #3: Earn trust and respect. Nobody talks about a company that they don't trust or don't like. Earn the respect of your customers.

• Be good to them.
• Talk to them.
• Honor their intelligence.
• Fulfill their needs. Stay honest.

Every company can be nicer, and every one of us can work to make our company a little better to its customers.

Rule #4: Make it easy. Find a simple topic that is easy to repeat. Not your formal brand statement, not your product description. Forget elevator pitch… it's the pass-in-the-hall test.

What can people tell a friend about you in one sentence? Do everything you can to make it easy to share that topic.

• Use tell-a-friend forms on your website.
• Put it in an email.
• Pass out flyers.
• Blog it.
• Stick it on a t-shirt.

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