How-to: Getting Your Story Passed Around
5 Tips from Liquid Intelligence's Ted Wright
"One American in ten tells the other nine how to do everything," says Ted Wright of Liquid Intelligence. Here, Ted shares tips and advice on getting your story passed around.
Tip #1. Hire passionate advocates
Hire "real," excited, and passionate advocates, and they will translate that passion to others. When you hire people who aren't passionate about your product or brand to spread your story, they'll eventually be asked questions they can't answer (no matter how well they're trained). The minute that happens, they become an irritant.
Tip #2. Learn why people care
Someone working in a pickle factory comes up with an awesome new design for the dots on the pickles. Everyone gets excited to go sell the cool new pickles. Along comes a pickle-lover and says, "It's just pickles. We put them on the sandwich..." Even the most dedicated of advocates won't care about every detail. Learn why they care about the product. Then be interesting and relevant.
Tip #3. Ask yourself "Will the circle be unbroken?"
Every activity should reinforce messages from other activities. A company that supports charity by going to charity events may continue the circle by contributing to charities and using them as part of the brand "story." Each component creates part of the circle.
Tip #4. Let a thousand flowers bloom
You may have 15 different ideas for word of mouth campaigns. Go ahead and try them all, and see where the stories blossom. Even when you really understand your brand, you might be surprised to see what works.
Tip #5. Start with known subcultures
Look at eight or nine subcultures when reaching out for WOM. It may happen, for example, that "tuners" and tattoo artists have the same values and personality needs. Reach out to one, and you could very well hook up with another.
For example, during a campaign for Pabst Blue Ribbon, Ted connected with bike messengers, snowboarders, and other subcultures. Somehow, the one that really came through for the brand was kayakers. "Who knew?" he asks. "Focus on a subculture, give it a shot, and watch it pass from one subculture to another."
More about Ted:
Read Ted's WOMBAT presentation (PDF download)
