The whole point of marketing is to get the market talking about what you do. What will they talk about?

  • A game-changing product that lifts restrictions, i.e. something new
  • Exceptional service
  • Value that’s better than the rest
  • Something uniquely emotional
  • Luxury, and items that grant attention

Talking is word of mouth. To create word of mouth, you need to give the words for mouth.

So here’s an exercise, take the points above that are pertinent and write a phrase / mantra / slogan / sentence for how your business fulfils it – the words for mouth. Make sure they are memorable, catchy, and sum up a sentiment. Then start repeating these mantras over and over – say, tweet, email, blog, advertise – a whole multi-touch strategy.

The other day I had coffee with an Exeter Twitter user. I heard them repeat 5 of my mantras from my blog back to me. It works.

So, go. Get people talking.

Archived Comments

  • JamieLee

    Scott,
    Love this direct approach. It’s so simple, it’s brilliant.
    Too often, marketers get caught up in all the details – the technology, the platform, the specific messaging. Each of those is imporatant in its own right, but if you don’t “get” the big picture – that you need to give people something to talk about – it’s all for naught.

    Nice way to get the gears turning on a Friday morning!

  • JamieLee

    Scott,
    Love this direct approach. It’s so simple, it’s brilliant.
    Too often, marketers get caught up in all the details – the technology, the platform, the specific messaging. Each of those is imporatant in its own right, but if you don’t “get” the big picture – that you need to give people something to talk about – it’s all for naught.

    Nice way to get the gears turning on a Friday morning!

  • Scott Gould

    Thanks Jamie – as always – for your additions

    We have to ensure the base line message is there – otherwise we get caught thinking that ‘Features’ are benefits.

  • Scott Gould

    Thanks Jamie – as always – for your additions

    We have to ensure the base line message is there – otherwise we get caught thinking that ‘Features’ are benefits.