Andy’s Answers: Characteristics of a true word-of-mouth marketer
True word-of-mouth marketers share a few common characteristics. Beyond being brilliant, charming, and having suspiciously good looks, they’re also honest, know the difference between advertising and word of mouth, and are out to earn love. If you’re looking to become a true WOM marketer – or to hire one – keep these character traits in mind.
What to look for:
- They believe in honesty over impressions. Nothing stops a great conversation like some sloppy ethics and shady tactics. True WOM marketers know that honesty is more valuable than impressions.
- They’re embarrassed to pay for it. Advertising is the price of being boring, and a true word-of-mouth marketer blushes any time they admit this by paying to interrupt people.
- They know marketing starts with love. One heart is worth a thousand eyeballs. A great word-of-mouth marketer knows it’s not about blasting everyone you can – it’s about earning the type of fans that will drag in their friends, insisting they check out your stuff.
Posted by Beverly Ingle on April 16th, 2009 at 11:02 am
Oh, to find a great WOM marketer with the skill set to identify and reach the right audience(s)… I’d trade my right arm — hell, my stash of frozen Girl Scout cookies! — for someone!
Posted by T. Squad on April 16th, 2009 at 2:14 pm
“advertising is the price of being boring” is nearly a direct ripoff of what Geek Squad founder Robert Stephens was quoted as saying 2 years ago in businessweek.
honesty-shmonesty-sernovitz.
Posted by Andy Sernovitz on April 17th, 2009 at 7:16 am
T. Squad -
Robert and I have both been using a similar line for years. Great minds think alike.
I first put it in my book, Word of Mouth Marketing: How Smart Companies Get People Talking in November, 2006. http://www.amazon.com/Word-Mouth-Marketing-Companies-Talking/dp/1427798613?&tag=sernovitz0e-20
I do love the accusations of dishonesty from people who post anonymous comments.
Everyone else – thanks for your kind words!
Andy
Posted by Twitter Today: April 17, 2009 | kenneth lim . net on April 17th, 2009 at 8:47 am
[...] Three characteristics of a true word-of-mouth marketer (Via: @guykawasaki) [...]
Posted by Amber Sims on April 20th, 2009 at 12:38 am
Great article. Passion simply cannot be replaced as the single most important characteristic behind a true WOM marketer. True passion is backed by honest feelings that don’t dissolve over time. Excitement is key!
Posted by Characteristics of a true word of mouth marketer | Webbyn.com on April 20th, 2009 at 12:34 pm
[...] was my post this week over on the SmartBlog on Social Media. If you're looking for some word of mouth [...]
Posted by Characteristics of a true word of mouth marketer on November 18th, 2009 at 2:09 pm
[...] was my post this week over on the SmartBlog on Social Media. If you're looking for some word of mouth [...]