Today we’re going to talk about how to harness the power of word of mouth. Including the six-step process to success and the 30 (that’s right, I said 30) ways to harness the power of WOM. So, let’s get started!
There are six steps to harassing word of mouth:
- Understand your customers’ values and priorities, this will help you understand why they would buy your products.
- Understand the different adopter types: innovators, early adopters, middle majority, late adopters, and laggards.
- Identify which decision stages are needed for your product to be adopted.
- Use the information from steps 2 & 3 to figure out which wording and word of mouth tactics are going to work using the Decision Maker Matrix (we’ll talk about this in a minute).
- Put together the resources for the highest word of mouth impact.
- Create and implement your word of mouth campaign.
The Decision Maker Matrix is based on years of trial and error by George Silverman. It essentially charts to different concerns you may come across when working with different adopters and putting together a decision process for each one.
We are now going to move on to the 30 ways to harass the power of WOM:
Experts can come in many forms and all their opinions should be taken into consideration when putting together a WOM campaign. Some experts to gather information from include:
- Experts’ roundtables
- Experts’ selling groups
Seminars, Workshops & Speeches
These venues are a perfect opportunity to gather information. People who attend these types of events are used to giving feedback, so you can use a survey or other method to gather information you can look over later. Some events to use are:
- Speakers program
- Group selling
- Dinner meetings
- Peer selling groups
- Teleconferenced experts’ panels
- Trade show events/opportunities
“Canned” Word of Mouth
The concept of “canned” word of mouth is using hard and online products to get feedback and offer information at the same time. Some ideas for these are:
- World Wide Web
As we’ve talked about before a referral program can help with a variety of things in building your business. By using some of the following tactics and opportunities you can find out exactly what you need to do to generate positive word of mouth. These tactics and opportunities are:
- Referral Selling Program
The concept of “new” media is the use of up and coming media sources and opportunities to get the word out about your products and services and listen for the feedback about them. Here’s some of the “new” media options:
- Faxback services
- Web-based word of mouth, such as forums, e-mail, etc.
- Call centers
Using Traditional Media for Word of Mouth
Using traditional media is a great way to get feedback. These are still considered mainstream ways of interacting with the public and consumers. Some traditional media outlets are:
- Customer service
- Word of mouth in ads, sales brochures, or direct mail
- Salesperson programs, sales stars, or peer training,
- Word-of-mouth incentive programs (“Tell-a-friend” programs)
- Customer gifts they can share with their friends (articles, how-to manuals)
Internal Word of Mouth
- Encourage employee word of mouth and sharing feedback with family, friends, and others
- Offer rewards or commission for word of mouth success
As you can see there are tons of ideas you can work with to increase your level of positive word of mouth marketing. If you need help with any of this, please try our GUIDED TOUR to access our exclusive resources that can help you put this whole thing together.
If you are looking for help and direction setting your goals and the path to achieving them, try our FREE Momentum Series.
Last time we talked about the second part of word of mouth tactics which help you put together a system to help shorten the purchasing decision time of your customers which can increase your profits immensely.
Today we’re going to talk about the nine levels of word of mouth which gives you a tool to measure the word of mouth circulating around your company, products, and services. You can then see where you are getting negative or weak word of mouth and find ways to correct it.
So, launching into the nine levels of word of mouth-it should seem relatively obvious that the negative levels are, well, negative and the positive levels are positive.
This is the worst of the worst and means your product is creating a scandal. Remember, when the popular over-the-counter pain relievers, like Tylenol, were deemed unsafe? Yea, you won’t want that kind of word of mouth.
Disgruntled customers are going out of their way to convince other consumers from purchasing your products and services. They are boycotting you.
While not outwardly boycotting, when customers are asked about you, they will give a negative response.
At this level, people are mildly dissatisfied and while not outwardly talking about it, they will have an opinion if asked. Now they may purchase from you despite their negative feelings, this can be a little confusing.
This is sort of a neutral place to be. Customers are using your products, but don’t really talk about it. People rarely ask them about it, so they aren’t sharing their opinion with others. This can be a bit of a slippery slope because you don’t want to turn that neutral experience into a negative one. In fact, you should work to make it a positive one.
At this level we are finally starting to work our way into the positive word of mouth about your company, products, and services. Plus 1 signifies that people are generally pleased with your products, but unless asked, don’t really say anything about them.
When asked, your customers will talk about how much they love your products.
Customers will go out of their way to talk about your products, services, company, and their shopping experience with you. This is most evident when you see how people recommend movies to their friends and family.
Your product is the toast of the town. There is an obvious buzz going around and your business is the place to be. People are not only talking about your great products and services, but they are talking about their shopping experience, your customer service, and how they perceive the company to help them in the future.
Some great examples of Plus 4 companies are:
- Harley Davidson
- Saturn Cars
- Apple Computers
- Celestial Teas
We’re going to leave this lesson for you to mull over and take a look at what kind of word of mouth you are generating. If you need help with this process, try our GUIDED TOUR to get help from our experienced business coaches.
If you are a current entrepreneur and you are worried about your business and how you are going to survive in these uncertain times, or if you will survive, you need to register for my MARKETING ACCELERATED COURSE. In this five-module course, I’ll show you cost-free strategies that will increase your leads, conversions, and profits immediately.
Next time we’re going to talk about the 30 ways to harness the power of word of mouth.
“Focus On Being Productive Instead Of Busy”
On March 12 I was on day six of a seven-day football recruiting trip with my son, Daxon. We were having lunch, waiting for a football practice later that afternoon that we had been invited to at Southern Utah University. That practice never happened. While we were having lunch, we got word that the governor had just implemented new rules and guidelines around COVID-19. That meant the rest of our trip was canceled, so we headed home. At that time, I had no idea that I’d be sitting here nearly three months later having gone through everything that we have.
It has been interesting to watch and hear different stories about how people have dealt with quarantine. As we try to get things moving again, we know that this story is long from over. There is still a lot of uncertainty and unknown surrounding Coronavirus itself. But there is still a lot of uncertainty and unknown with our lives, our businesses, our jobs, the economy and so much more. What I do know, is that whatever the new normal is once this is over, it won’t be the normal we knew before.
For me, my time in quarantine was actually very productive. As I watched everything start to unfold in March, I knew that there was going to be a lot of things change in the business world, and I believe a lot of it is a permanent change for many. Everything from working remotely to doing more and more business online. I saw a need for many business owners to get a better knowledge and understanding of effective marketing tools and strategies they would need to survive and continue to grow during the pandemic, and once it is all over.
I began developing my Marketing Accelerated course. Quarantine brought a lot of challenges as I worked on this course. Quarantine had some challenges. With things such as the entire family being at home and kids homeschooling, it created trials with productivity, filming modules for the course, and just getting things done.
But I was able to implement some things into my routine that helped me to be productive, stay focused, and get a lot accomplished. These have been productivity habits that have been very beneficial during quarantine, but they are also habits that I’m going to continue with even once we get to our new “normal.”
Get Up Early
“Create the life you can’t wait to wake up to.”
Getting an early start on the day has always been a habit that has helped me with my productivity. Back in my days as a bank manager, my most productive time was early, when I was the only one in the office. When I was there early, I was able to focus on what needed to get done without having any distractions. Once my staff arrived and the doors opened, I never had the opportunity to stay laser-focused on a single task.
For years I’ve been getting up early and going to the gym to workout. Before quarantine, I would be up at 4AM and then be home in time to help get the kids ready and off to school. When we went into quarantine, the gyms were closed and the kids were not leaving the house to go to school. The easiest thing to do would be to enjoy those extra hours and get some quality sleep!
But to stay productive during quarantine, I made the decision to keep an early morning routine. Since I was developing my Marketing Accelerated course, this was often a necessity. Most of the video made for the modules was done very early in the morning so that I could have it completed before anyone else in the house was awake. Like at the bank, the early mornings also gave me time to get laser focused on a project without having any distractions.
The early mornings also included exercising. The best part has been doing it as a family. We all started a running routine together each morning.
“Every day is another chance to get stronger, to eat better, to live healthier and to be the best version of you.”
It doesn’t matter the time of day you do it, but exercise should be part of your routine. Everyone is different and you should consult your doctor before starting an exercise program, but your overall success and productivity will improve if you implement the right exercise program into your life.
I’m not going to go into all of the details, but it has been proven that exercise will improve your health, focus, anxiety, stamina, and a lot of different areas of your life. As I mentioned, my exercise routine was interrupted when our gym got shut down because of quarantine, but there are always options to keep going in one form or another. Make some form of exercise part of your daily routine and it will help you in your overall productivity.
“By taking just 20 minutes out of your day to prepare for your day, you prepare your mind.”
A new practice that I started during quarantine was daily journaling. I’ve always been one who keeps a personal journal, but this is a different kind of journaling.
I’ve heard Brendon Burchard, Darren Hardy, Michael Hyatt, and others all talk about daily journaling and the benefits to your productivity. I decided to give it a try with Brendon Burchard’s High Performance Planner. This is a practice that I quickly grew to love and appreciate. The process helps me to be more intentional with my weekly and daily plans. It’s also an incredible tool for me to start and end the day with because it helps me to be in the right mindset.
First thing in the morning I sit down and plan my day. I determine my top goals and priorities and figure out the “must-do” tasks for the day. But my favorite part is going through a list of ten questions every day and my answers set me up for a powerful day. They are questions such as:
- One thing I can get excited about today is…
- A situation that might stress me out or trip me up today could be… and the way that my best self would heal with that is…
- One thing I could do today that is a little outside of my comfort zone is to (try, ask for, express something, take a big step, etc.) …
- I would know that today was a great success if at the end of the day I did, said, or felt this…
I end the day the same way it began. I go through a list of questions and reflect on my day. Questions such as:
- A moment that I really appreciate today was…
- Something I realized or learned today was…
- I could have made today even better if I…
However you set yourself up, if you will take the time every single morning to intentionally plan your day, and then every single evening to reflect on your day, your productivity and results will soar. If you are skeptical, I challenge you to try it for a month. If at the end of the month you don’t see the benefit, stop. But by then, I know that you have seen an amazing impact on your life.
“The key is not to prioritize what’s on your schedule, but to schedule your priorities.”
In my morning journaling, I look at my top priorities for the day and block time to focus on them.
Blocking the time means that you need to remove all distractions so that you’ll be able to focus on that one thing and nothing else during that time.
No emails. No social media. No phone calls. No interruptions whatsoever.
You need to train yourself to do this effectively. Our phones and computers are always notifying us with noises or pop-ups to distract us. Shut them all off during this blocked time. The text can wait. The phone call can wait. Believe it or not, even Facebook can wait!
The challenge during quarantine is that you not only have to train yourself to properly use block time. You need to train your family. They need to understand that if they need you, it will have to wait until after block time. They can’t just come into where you are working and ask a question. You don’t want any distractions, so you’ll have to establish something that makes it so they are aware when you are in a block session and they can’t disturb you.
It’s very important how much time you block. Don’t block hours on end and think you’ll just put your head down, get to work, and get things done. Your body and mind need breaks. Set an alarm so that you are taking a break at least once per hour. Clear your mind, move your body and drink some water. It will refresh you and enable you to be more productive than if you tried to work straight through.
Noise Cancelling Headphones
“Don’t blame the distractions, improve your focus.”
My wife gave me a pair of Apple AirPods Pro in January for my birthday. I had no idea that they would end up being one of my best, and favorite tools during quarantine.
The AirPods Pro are noise-canceling headphones and I love them. My home office doesn’t have a door on it, so distracting noises throughout the house can be heard from my office. But when I put my AirPods in and activate the noise cancellation, I enter a world of my own. It is perfect for my block time when I want all distractions eliminated. They are also great when you are reading.
Wherever you work, if you are going to implement block time into your day, I suggest getting a pair of noise-canceling headphones. I love my Apple AirPods. I also have the Bose Hearphones, but I prefer the AirPods over the Hearphones. There are a lot of options available. Do some research and find the ones that will best suit your needs and give them a try.
We’ve never seen anything like this before. COVID-19 has forced the world to change and many of those changes are going to be permanent.
Life after COVID-19 will not be the same as life before COVID-19.
I watched many people use quarantine as an excuse to be mediocre in all that they do. I also watched others push forward and be more productive than I’ve ever seen before.
Those who make the choice to be disciplined in their actions and act with intent can make the very best out of this situation or any situation we face in the future. Create habits that you are willing to implement into every day of your life that will enable you to live the life you desire and achieve the goals you dream of. If you would like to learn more about creating a clear path that will help you create that future, get my free Momentum Series.
In the last post we started our series on word of mouth and talked about how to make your customers purchasing experience a short, easy one. We are going to continue with that theme a bit today. We’re going to talk about the power of word of mouth and how to mold it to your advantage.
The reality is everyone needs an advisor to guide them to make a decision. We rely on the expertise of others to make the right decisions as they are explained to us. When you take the time to understand exactly what and how word of mouth works, you’ll see all the great advantages it has to offer you. Remember this path when working to understand word of mouth:
- Accelerate the decision-making process for increased profits.
- You can accelerate product making decisions by making the process easier.
- Instead of low-ball advertising and the used car salesman approach, try delivering on your word of mouth promises.
Traditional advertising draws about one response for every thousand ads and most of those are to ask for more information before the customer even considers purchasing. When you get information from a friend, you are more likely to take their word for it and act. On average customers purchase two out of every five recommendations their friends make. That’s a HUGE difference.
So, what exactly is word of mouth? Well, we know how powerful it can be, but to define it: Word of mouth is a communication that happens between a customer and a potential customer. There is usually a relationship of some kind between these two people with an established level of trust.
Now, compare this to advertising where you are providing a message to a potential customer where they have not established relationship with you or level of trust. Who are they more likely to take advice from? The answer is clear!
We talked above about the benefits of word of mouth now let’s take a look at some reasons why it works. Some of these are:
- The information is custom tailored to the potential customer because of the friendly relationship of the referrer.
- It’s more personal, relevant and believable.
- It,s customer driven.
- It’s self generating and can take on a life of its own, especially with the information age of the Internet.
- It becomes part of the product’s description.
- The source of word of mouth can be important and more effective when coming from an expert.
- Word of mouth saves you time and money.
To fully utilize word of mouth you need to understand:
- Where is your word of mouth coming from?
- What products are being affected by word of mouth?
- How is your word of mouth traveling?
Once you know these things you can work out a plan on how to trigger more word of mouth. This wraps up this lesson on word of mouth. If you need help understanding word of mouth and how it can impact your business, try our GUIDED TOUR to access our wealth of resources and tools.
Next time we’re going to dive into the nine levels of word of mouth. These levels help you understand which word of mouth is positive and which is not.
Don’t miss out on our new course for entrepreneurs and business owners. Take a look at Marketing Accelerated today.
Episode 030: Daily Success Strategies Podcast – The Multi-Task Myth
Daily Success Strategies with Jeff Heggie
Episode 030: The Multi-Talk Myth
There’s a backstory to my episode today. This morning I received a text message from my mom. It said, “Just read this, do you agree?”
Attached was a photo of an article that said, “truly the brain is wired to do only one thing at a time. When you feel like you are doing two things at once, you’re actually doing two individual things in rapid succession. Multi-tasking doesn’t expand the brain’s capacity to accomplish both; it simply increases the amount of mental effort it must put out. The result is that we simply reduce the attention we give to each of the tasks.”
In short, YES I agree…
I talk about my thoughts around this issue and also point out some of the negative things that come from trying to multi-task, such as:
1. Lower productivity on both tasks
2. Stops you from getting into a state of flow
a. U of California Irvine study says that when we are distracted, it takes 23 minutes and 15 seconds to get back on task
3. UCLA Study – impacts short term memory
4. Leads to increased anxiety
5. Inhibits creative thinking
How do we solve this? Refer to Episode 014 – Success PlanningPlan your day List your tasks in priority (Long term list, short term list) List top 3 priorities for the day List the tasks that MUST get done that day Block your time – NO DISTRACTIONS Take breaks Optimize your work environment
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