The Anatomy of Buzz by Emanuel Rose is a fantastic book about how word-of-mouth marketing has evolved. Today, it’s so easy to be in touch with your clients.
Yet, it wasn’t always like that. This book explains why word-of-mouth marketing existed even before social media, how it evolved thanks to new technologies, and how you can still use these techniques today.
The book is based on the premise that word-of-mouth is becoming the predominant means people select, buy, and use products and services. It describes how to design a campaign to create this type of buzz rather than withholding information about your product or service in an attempt to make it more exclusive.
Here are some engaging lessons from the book.
1. Before the Internet and word-of-mouth, there was…
In the old days, we had gossip. For example, it’s said that Julius Caesar used to pay groups of men to talk about his great accomplishments while he was off on a military campaign. Then, when he returned, he would hold public gatherings at which his supporters would loudly proclaim how good a job their leader had done.
There were several other ways to spread information before the Internet and word-of-mouth. For example, you could talk about it through flyers or handbills. In 1878, a group of entrepreneurs stopped people on city streets to ask if they were satisfied with the new chewing gum they had just sampled. More than half of those surveyed said they would recommend the product.
2. Word-of-mouth is more than talk
You can also use your actions to enhance your brand’s image or to spread the word about what you do. For example, if you’re into healthy foods, you could ask a celebrity chef to cook one of your meals on a high-profile television show.
So, how can you use this for your business? How about hosting a contest that rewards the best story about your company or creating awards that recognize people who have done great things to promote your brand?
3. It’s not all about advertising
People are sick of being marketed to. The Anatomy of Buzz says companies should focus their efforts on making ads that answer questions rather than promote the benefits of their product or service.
For example, instead of saying how fresh your eggs are, show customers how you handle your chicken coop and what chickens eat to produce healthy eggs. The book also says marketers should start talking directly to influencers who can then speak about the brand in ways that would be seen as more authentic and credible than the words of a company executive.
4. You can get people to spread your message for you
How? By creating content that’s so good, it doesn’t need promotion. For example, if you create an app that’s fun to use or an article that gives readers great ideas about solving their problems, they will tell their friends about it.
So, how does this translate for businesses? How about releasing quality content regularly to show customers how they benefit from your product or service.
5. “Mystery is the enemy of word-of-mouth.”
A great way to create buzz is to share information with people who can, in turn, share it with others. The Anatomy of Buzz says you should start by giving away some of your knowledge or expertise free of charge.
You could also organize contests to find the most passionate customers and reward them for sharing their stories. Public relations companies specialize in getting clients mentioned on blogs with a large readership spread, which is another good way to information about what you do.
6. Word-of-mouth marketing requires a commitment
Making noise about your product or service doesn’t happen automatically. It takes time and effort to create word of mouth, so companies need to make this part of their marketing plan from the beginning.
However, what if you’ve already designed an advertising campaign that doesn’t integrate word-of-mouth? Emanuel Rosen says it’s not too late. It may take more effort, but you can still get people talking about your product or service through special events, contests, and other campaign materials.
7. Your company is only as good as its employees
Employees are the best source of word-of-mouth, but you can’t expect them to do it independently. As a company owner, you have to motivate and show your staff how telling others about what they do contributes to business growth.
So, empower the people talking about your product or service and give them everything they need to succeed (like training and support). Also, create a culture of positivity in your company so people will want to share their stories with others.
8. Word-of-mouth marketing is not magic
The Anatomy of Buzz says that the results won’t always be what you expect when you start a buzz campaign, but this doesn’t mean it’s not working. Take advantage of the opportunities you get and learn from your mistakes, then adjust your strategy accordingly.
It also says companies should never force their employees to talk about their products or service. This can backfire and make people feel like they’re being used, so only give your staff the tools they need to create positive word-of-mouth.
9. People are happy to share the good news with others
If you’ve ever asked someone for a favour, you know that people are eager to lend a hand, especially if it benefits someone they like. The Anatomy of Buzz says doing favours for others is a powerful motivator that people will spread your message for you even if what you have to say isn’t important or relevant to them.
So, create content to help customers solve problems or accomplish their goals, rather than promoting your product or service. Make it so good that people will want to find others who can benefit from it and tell them what you have to offer.