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There's no doubt about it. Word of mouth marketing is one of the most effective ways of creating a buzz for products and bringing it profits.
Flip Side
Then again, Simpleology user Maxwell Gregory, 27, a marketing communications associate who has signed up for the 7 Day Word of Mouth Marketing Accelerator Kit, has stumbled upon an epiphany that changes the conventional way of looking at word of mouth marketing.
"On Day 3 of the course, the lesson tackled the WOM Key Area of Improvement: Your Message. This was when I had this light bulb moment. I realized that word of mouth marketing efforts can be strengthened by a message that invites people to participate in something that's bigger than them, such as a worthy cause," says Maxwell. "By bringing the heart into it, the message that you deliver to people transcends your desire to generate profit."
Getting Real
"The way I see it, there are two ways to strengthen your word of mouth marketing," says Maxwell. "One way is to get into cause-related marketing--wherein a product becomes affiliated as a supporter of a particular organization by donating a portion of its profits for the group's cause. The other is to highlight your company's authenticity factor."
Maxwell cites Lance Secretan, an organizational strategist and leadership adviser and author of ONE: The Art and Practice of Conscious Leadership. He relates: "Secretan says, 'Inspiring people in this new and different business and social environment depends on a new level of transparency and authenticity. Authenticity, as much as anything, generates love in the hearts of others because it fills a deep human need.'"
By authenticity, Maxwell says, Secretan is referring to compassion and the adherence to a code of ethics. "With authenticity," writes Secretan, "we can build relationships and inspire one another and our communities, families, friends, customers, colleagues, and suppliers."
Lasting Value
The way Maxwell understands it, authenticity enhances a company's identity through the following ways:
1. It shows that you're not just that big bad corporation. "With authenticity, you establish the fact that you don't see the world through a cash register and that you treat people as individuals, not just mere cash cows," Maxwell explains. "Moreover, you demonstrate that you respect them by having high hopes for their goodness. This is essentially what you're telling them each time you market your product with claims such as, 'This product was not tested on animals.' By publicizing this claim, you're actually saying, 'I know you're not the kind of person who buys products that have caused so much pain. I want to assure you that our company does not condone cruelty to animals, either.'"
2. It shows that you're not too wrapped up in yourself. By revealing that there are other issues and concerns that matter to you, you show people that you are aware of what is happening around you. More importantly, you show that you have the desire to make the world a better place.
3. It shows that you are a company that has a conscience. Authenticity also extends to the way you treat your employees. Secretan illustrates: "People go out of their way to fly Southwest Airlines, for instance, because they know that they're a great company. People may know little about the technology of their planes, air-traffic control, or baggage handling, but they know that they have 800 married couples working for them; that they put their employees above everything else, including those of customers and shareholders; and that their teamwork leads to operating costs that are lower than those of many in the industry."
Beyond Marketing Success
"Now, imagine if your word of mouth marketing campaign is powered by authenticity. Sure, it's good when your efforts give way to brand recall, but being able to deliver a powerful message that transcends consumerism is simply wonderful. In this sense, you take word of mouth marketing to a higher level because you also enhance your identity," says Maxwell.
Discover ways to strengthen your word of mouth marketing campaigns. Sign up for the 7 Day Word of Mouth Marketing Accelerator Kit.
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