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Why word-of-mouth works wonders
Viral marketing is the process of implementing means through
which the knowledge of your existence self-propagates. Like a virus, your
visibility spreads throughout a network of people who refer you to each
other. Unlike unsolicited advertisements or "spam," which usually
stops once it reaches its destination (and the reason spammers must keep
spamming in order to remain successful), viral marketing continues to
spread almost effortlessly since the people who refer you to others know
each other. Also, those who get to know you (or to know about you) through
third party referrals grant you a higher level of confidence, credibility
and loyalty.
Word-of-mouth advertising is crucial in the offline world. Online, referral
or network marketing (as they are commonly known) is vital. Why? The key
to marketing success in the offline world is "location, location,
location." The Internet is no different. In other words, your marketing
success depends highly on the number of locations you appear -- places
on which your site, link, company or product name exist. In essence, it
is to be in as many places as possible, talked about by as many people
as possible and seen by as many eyeballs as possible. Success online is
all about "location" too!
Remember a dictum a mentor of mine once told me, which is: "Implication
is far more powerful than specification." In other words, if you
tell people you're the best, that you're the leader in your field, or
that your product is the best solution to their needs, your self-serving
promotional bias makes it all suspect. Your statement is rarely believable
at face value. And if you do make such claims, you will have your work
cut out for you in order to prove them.
However, if someone other than you says to another that you are indeed
the best or that you do have the best solution to their problems, how
much more believable will that person's statement be? How much more credible?
The answer is "definitely more." Accordingly, referrals and
networking systems are not only important because they create an awareness
of your business (or because they create traffic in the online world),
but also they are important to the degree to which third party marketing
indirectly communicates greater credibility, superiority and value of
the products or services you offer.
In his new book (which I highly recommend) "The
22 Immutable Laws of Branding," Al Ries stresses the importance
of leadership and how that leadership is communicated. According to Ries,
people never buy the best -- they only think they do. They usually buy
the leader (or what they perceive as being the best). And that perception
is often molded by what they are told and by what others do, not by what
is fact or by what is being advertised.
Coke, for example, outsells Pepsi. But according to Ries, taste tests
reveal that Pepsi is the better tasting brand. So, why does Coke still
beat Pepsi in sales? It is not because it is the leader in the marketplace
or promoted itself as such but because it is known as the leader.
Coke was the first cola "in the mind" of the marketplace and
thus the one most talked about, even to this day. When a person is introduced
to cola for the first time, he or she is often told to try Coke. People
in restaurants still refer to the word "coke" as the generic
name for colas, even when only Pepsi is served. Why is that? While other
colas are bombarding them with marketing messages, people have heard of
Coke first and most likely from other people.
Consequently, if your business or website is unique, focuses on a niche
or is the first in some category, the knowledge of your existence will
spread quite naturally, almost like wildfire. But creating systems and
using specific tools that will leverage the spreading of that message
helps to multiply your marketing punch exponentially. Such tools stimulate
word-of-mouth advertising, which is more effective than general advertising.
For along with communicating your existence to the world, word-of-mouth
advertising helps to cast that aura of leadership and superiority.
Networking systems, for example, include strategic marketing alliances,
joint ventures, and affiliate programs. Online, they are often called
referral traffic generators. And unlike the more traditional traffic generators
such as banners and search engines, these specific tools are much more
effective since they are used by third parties and not by the original
advertiser.
In fact, referral traffic generators are key ingredients of online success.
A great example is a referral service like the one recently launched by
my associates at "Internet Marketing Challenge" (the publishers
of the "Chronicles" ezine of which I am the editor). This service
is based on this viral marketing concept (visit ../forms/referral.htm).
Nevertheless, if you received a call, letter or email from someone you
know (and especially trust) referring you to a particular company, how
much more credible will that referral be when compared to a blatant advertisement
coming from the company itself? You got it
More. Much more.
About the author
Copyright 1998, 2003 Tony L. Callahan All Rights Reserved
Tony L. Callahan, is a successful Internet Promotions Consultant with
more than twenty years of industry experience and is president of
his own Internet marketing company, Link-Promote.
He also publishes Web-Links Monthly, a newsletter full of tips, tricks,
tools and techniques for successful web site promotions. To subscribe,
send e-mail to: Web-Links-subscribe@topica.com.
For an online archive of Tony's articles available for reprint, visit:
http://www.link-promote.com/articles |
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