In this post we’re going to talk about one of the most powerful and effective marketing strategies of all… word-of-mouth advertising.
Word-of-mouth advertising is the most powerful, effective type of advertising there is. However the down side of that is it’s the only kind of advertising you can’t just buy by the page, ad or by the minute.
It has to be created, stimulated and nurtured with truly creative techniques.
Most businesses are grateful for whatever word-of-mouth advertising they get. Unfortunately they don’t know how to control it and produce it on demand. Today,
I’m here to tell you that you can exercise a considerable degree of control over this type of advertising and marketing and systematically produce word-of-mouth advertising on demand.
The reason that word-of-mouth advertising is so valuable is simple. Nothing you could ever say about you, no matter how well you say it, can ever have as much impact and credibility as something someone else says about you – especially an enthusiastic customer or client.
On top of that… there are just some things you simply can’t say graciously about yourself that others can say.
Artificial word-of-mouth advertising is still the most effective form of TV commercial. It’s called ‘Slice of Life’ and you’re very familiar with it.
It shows a scene with one ordinary person telling a friend or associate how good a service or product is. Laundry soap, personal computers and hundreds of other products and services are still sold this way.
Even better though, than artificial word-of-mouth advertising, is real word-of-mouth advertising and there is a single, basic secret to stimulating a high rate of real word-of-mouth advertising.
I first discovered the secret from studying several of my mentors/coaches.
Disney is a perfect example of this. Word-of-mouth marketing is taught, at Disney, as “find ways to do what you do so well and so uniquely that your customers cannot resist telling lots of other people about you.”
At the Disney Parks this principle is implemented in the forms of the customer experience.
When first time visitors go to Disneyland or Disney World they are surveyed and asked what sticks in their mind most, about their visit. The overwhelming number one answer is the cleanliness of the parks.
The number two answer is the authenticity of the environments. Both of these traits create an “experience.”
Disney marketing pros then understand how this translates into real life. Dick and Jane go back to Albuquerque and tell their friends, “You can’t believe how clean the parks were.”
Then four more families from Albuquerque pile money into motor homes and bring the money to the Mouse.
Because they understand this, the Disney people think of park cleanliness as marketing, not just maintenance. They use this to stimulate referrals.
Your roofing company can also find ways to stimulate referrals through creating an “experience.”
When you create an experience for your homeowners you’ll get more referrals.
AND… More specifically, when you create an experience for the insurance agents of those homeowners you’ll get exponential referrals because one homeowner may refer you to one of two neighbors, friends or family members but an insurance agent will refer you to hundreds and hundreds of his or her clients.
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If you’re ready to take a deep dive into the psychology of why you need referrals and learn how to get them at will…
Check out my Master-Class for Roofing Owners and Marketers HERE!