In this post we’re going to talk about one of the most exciting marketing strategies of all, stimulating word-of-mouth advertising.
Word-of-mouth advertising is the most powerful, effective type of advertising there is but it’s the only kind you can’t just buy by the page or by the minute. It has to be created, stimulated and nurtured with truly creative techniques.
Most businesses take whatever word-of-mouth advertising they get but I’m here to tell you that you can exert a considerable degree of control over this type of advertising and marketing.
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 have as much impact and credibility as something someone else says about you – especially an enthusiastic customer or client.
Also there are 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 product is. Laundry soap, personal computers and hundreds of other products and services are still sold this way.
Far better though is real word of mouth advertising and there is a single, basic secret to stimulating a high rate of word-of-mouth advertising. I first discovered the secret from studying the Disney Companies.
Word-of-mouth marketing is taught there 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 cleanliness and authenticity.
When first time visitors to Disneyland and Disney World 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.
Disney marketing pros then understand how this translates into real life. Harry and Marge go back to Dubuque and tell their friends, “You can’t believe how clean the parks were.” Then four more families from Dubuque 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. Any business can also find ways to stimulate referrals. To stimulate word-of-mouth advertising often by doing things that should be done anyway.
In a retail type business excellence and creativity in the store environment and in customer service are most likely to stimulate referrals. I know a dentist, for example, who ten timesed his practice in just twenty-four months without increasing his external ad budget by even a dollar.
He identified seven hundred different things to change in the office environment and in patient communications and those changes were responsible for developing a very high level of word-of-mouth advertising.
Author Info: Dan Kennedy is internationally recognized as the 'Millionaire Maker,' helping people in just about every category of business turn their ideas into fortunes. Dan's "No B.S." approach is refreshing amidst a world of small business marketing hype and enriches those who act on his advice. 
{ 19 comments… read them below or add one }
Great article.
Things that are not traditionally, even by direct-response standards, considered part of marketing, such as the cleanliness of Disney parks, is what I like to call The Experience of the Sale – influencing the entire sale process from conception to customer consumption of your product/service and return patronage. Like Dan stated, marketing extends far beyond just the marketing triangle (message/media/market) but how that triangle influences the process leading up to, during, and after the sale(s) – everything from appearance to conduct to usage of words (concierge vs call center specialist).
Ok…I’m done. See you all at the OUTRAGEOUS Academy and Workshop!
Another great example of this appears in the blurb just below the article. How many of us have raved about Dan Kennedy to others? “This guy has great ideas and tells it like it is!”. You can see how he exerts a considerable degree of control over his word of mouth with his consistent use of the “No B.S.” tag.
Great post, Dan, and great way to lead by example.
Great article and insight into to generate word of mouth marketing. Social media effect can virtually multiply this matter as people share pictures, videos etc.
The cool thing about Disney… is even though they hundreds of micro businesses inside their parks – they are first and foremost in the marketing business.
They use everything – cleanliness, authenticity, joy… you name it – they will turn it into a marketing campaign.
I was referred here by Glen Shepherd, and I am fascinated by these conversations. I am a veterinarian, and trying to carve out a niche in our area after taking over an existing practice.
I have no idea where to start
I am building a staff that has fun and educate them (number one thing that clients comment on is staff are very knowledgeable and we have fun).
Which books of Mr Kennedy or Mr Glazer would you recommend to get me started? I am fascinated by the things mentioned that a Dentist did to create such incredible word of mouth advertising that his business increased 10x. I’d be satisfied with 2x.
Thank you for any words of encouragement.
Disney can make tens of millions of dollars off a film from the tie ins and merchandise… films that would be money losers in any other studio make a mint for Disney because the tie ins leverage the movie value!
There is also a reason no gum is sold in Disney.. helps with the magical squeaky clean image!
Great timing, Dan! My beautiful wife Michele and came here to Orlando 5 days before the OUTRAGEOUS Academy & Workshop just to experience Disney.
(and we also hoped to somehow bump into you, since I remember reading in one of your recent newsletters or faxes or something that you would be at Disneyworld “sometime in January.”)
Happy to report that we enjoyed the Disney Experience, even though we didn’t see you there…
Looking forward to seeing you tomorrow at the OUTRAGEOUS event.
Word of mouth advertising is powerful. I was sampling food at Costco with my Mom and sister when a woman asked us which sample to try. Crackers with fancy spreads were being sampled. One with Spinach and the other some kind of crab spread. The woman was afraid to try either especially since none of us had tried the crab. I tried the spinach and told her that was ok. The employee told her the crab was good so the woman finally tried it. I’ve noticed that more people come up when they hear you telling the server how good the product tastes.
And when talking to my gal pals we compare places to shop, products to try and places to avoid. Word of mouth advertising lets you know if your business needs improving or what you’re doing right. I still avoid an oil change shop that over charged me and tell all my friends to avoid the place and its been years since I went there for service on my car.
‘Word-of-mouth’ advertising for a dentist? No pun intended, I’m sure.
Online you you can ask your customers to leave reviews of your business in the various local business directories, digital word of mouth advertising.
“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 cleanliness and authenticity.
Disney people think of park cleanliness as marketing, not just maintenance. They use this to stimulate referrals
I know a dentist, for example, who ten timesed his practice in just twenty-four months without increasing his external ad budget by even a dollar.
He identified seven hundred different things to change in the office environment and in patient communications and those changes were responsible for developing a very high level of word-of-mouth advertising.
thank you Dan great article.
worth implementing on it.
examine your business… what can you use that your competitors would never even consider… identify everything you do during the day and I bet you can find a few things that might impress enough people that they will drop what they are doing and call you
Word of Mouth has been my best source of getting customers. I also have started a new program that I think will give my customers an opportunity to sing our praise. I sell high end outdoor furniture out of a showroom in my beautiful backyard. In the past, I would give customers who spent over $15,000 an additional 5% off the merchandise. Not so smart marketing-now they will receive a $500 credit toward a backyard party or toward some Allen Brothers steaks. This way they can invite friends over to show off their new backyard (They probably would so it anyway!) and we can help off set some of the cost. This has been popular but I have not gone through a selling season to gauge the success but it is alot more fun than an additional 5% and less costly!!
Because others can say things you can’t, Testimonials are a great way to address objections that customers may have about your product, service, or business.
By having the third party address the issue, (for example, if an objection is “its too hard to assemble myself” the testimonial would say “putting it together myself took me less then five minutes with just a screwdriver.. it was easy as pie to put together…”) you can have better sales copy, address the objections, and give the product that third party validation that works easily to improve upon the usual “greased slide”…
The Revenue Rabbi – Issamar
For some time now I have been thinking about having my cleaners wear a shirt that says “Roadhouse Grill Clean Team” I am proud of how clean my restaurants are kept and should market this to the next level. I also was just at a car wash and as my car went through the wash I went to use the restroom, the sign on the door read “cars are not the only thing we clean well, this bathroom is cleaned every 15 minutes” “Wow” was my response and then I happily paid the 30 bucks for a wash and vaccume with a smile. I have personally told 5 so far and now talked up this Spokane, Wa car wash here.
When we were in the retail business, Dan a long time ago told us about the 3 business card referral system. This is where you ask each customer who are the 3 best people they know who need your product. Then you write the name of the referral on the back of your card or coupon and give it to them. (You only give them 3, even if they ask for more). That away they have the 3 names on your card and will not forget to give it to their friends. You will be getting calls from those referrals THAT DAY!
Great comments everyone.
Jim Ferrell I especially like your specific use of business cards. Thank you.
Katrina Kohnle I especially like your rethinking and switching to Allen Brothers – quite frankly men love thinking about steaks… that and… never mind…
700+ things to change – holy steak sauce (good gravy)! That is inspiring as it jumps out in my head as actual change. I’m inspired to create a list of everything I can do to create the WOW experience…
I’m a decorative painter / plasterer for high-end interiors … and yes I’d bite on an offer to transform Mr. Kennedy’s home with my proprietary award winning techniques in exchange for a single hour with the man. Yup.
Excellent ideas ,
thank you Dan and friends
Jack
Another great article that gets my mind whizzing on how we can implement some of these ideas in our own marketing and sales organization.
Great input and bouncing of other implementations and practical applications.
I’ve put a link to your blog from our networking group on Linkedin.
Have to spread the word !
Such Great Comments!
Jim- That business card idea is golden!
Once, at a seminar at which I presented, I had not enough business cards to go around to the crowd. While I was speaking the subject of business cards came up and what you can do with your business cards to be unique.
Someone asked me “can I see your card”? I said “Yes…” and then pulled out my cards only to realize I did not have enough for everyone…
People were running up to me and taking cards MID SPEECH… it was crazy… Had i had enough then many of the attendees would never have even asked for one, let alone fight over it… it was the very fact that there was a limited supply that made people so desperate to get their hands on one.