Marketplace Feature Book
Friends play a wonderful variety of roles—companions, work-out buddies, shopping partners—and they love to share information. When a good friend buys a product they’re jazzed about or has a great experience when they received outstanding service, they’ll be excited to share it with you. And because you trust your friend’s judgment above all else, you’re likely to follow their recommendation. We marketers call this kind of interaction—friends sharing information about products and services—"word-of-mouth” (WOM). If someone specifically and continually recommends a certain brand name, we call that “brand advocacy.”
In their book "Talk Triggers", Jay Baer and Daniel Limnin explain that WOM marketing is “directly responsible for 19% of all purchases, and influence as much as 90%.” WOM, one of the most effective (and cost-effective) marketing strategies for micro businesses, offers a huge opportunity to grow your business. You can influence WOM by being so different from your competitors and going so far beyond customer expectations that people simply have to tell others about you. Talk Triggers offers:
- Research-based explanations of what makes customers talk the way they do
- More than 30 case studies of businesses that got fantastic results with WOM, and
- The authors’ 4-5-6 learning system, which uses practical how-to information to guide you in strategically positioning your business for growth by deploying a WOM strategy that works for your business.
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