A core belief in our PASSION CONVERSATION book is the need to rewire a marketer’s brain to appreciate creating opportunities (online and offline) for the customers you serve to share their own stories. A lot of good can come out of encouraging people to talk about themselves, their lives, their hopes, and their accomplishments.
A few years ago I was on a panel conference where a social media expert us asked how businesses can get closer to customers. Everyone on the panel said something about leveraging Facebook and Twitter to engage with customers on a deeper, more meaningful level. As I fought back the vomit ascending up my throat I interjected, “How about picking up the phone? How about actually talking with customers voice-to-voice and better yet, face-to-face?”
Early on in the writing of THE PASSION CONVERSATION we stumbled upon a long-forgotten Harvard Business Review article titled, “How Word-of-Mouth Advertising Works.” It was published in 1966 and we couldn’t help but think how much further along the marketing world would be if it had heeded the article’s advice.
Learn a marketing movement can happen when it’s ignited by the passion conversation.
Learn word of mouth isn’t free, but it is affordable.
Learn admirable brands choose to create customer evangelists.
Learn the three decisions any brand of any size must make to become talkable.
Learn the one irrefutable fact that makes word of mouth marketing meaningful.
Learn it’s no longer good enough to be one-dimensional in getting customers to talk about your business.
In this episode, you will learn by going off script, a brand can become more talkable.