How do you position your brand to become part of a word of mouth conversation? Oftentimes, it's not about being the best.
Why? A) It's tough to prove, b) people love the underdog, c) it's often unownable and d) it appears earnest and bragging.
What effective marketing and word of mouth share in common is a "narcissism of small differences" - we notice, pick up on things, talk about and frequently pay more for things that look or make us look or feel perceptibly different.
Examples -
- Duracell - coppertop battery - don't know if it makes it better or longer lasting, but it's the only one that has it
- Dyson Ball - don't know if it vacuums any better but it looks funky and it's the first vacuum I've seen that has one
- Blundstones - I don't know if these boots slip on any easier, but having a tab at the front and the back of these "outboack boots" makes it cooler and different
- A Red iPod (or any iPod for that matter)- now that's hot!
- Mr. Clean Magic Erasers - is it the best scuff remover? ...don't know but it is the easiest
- Chateau du Neuf de Pape - by virtue of its weird shaped bottle, it tells me this wine might be special (I'm likely paying $10 more for the packaging sizzle but I don't mind)
- Mini - who cares about horse power or comfort, I'm the coolest guy in my neighborhood
It's unfortunate that so much money is spent on elevating quality standards when what really premium consumers want is something different, something away from the norm - a Word of Mouth Edge.
It's out here on the edge where conversations tip and social viruses thrive. Mass marketers in the name of customer satisfaction, target market rollups or operational efficiency like to round off the edges:
"Automobiles must look like standard 2 door or 4 door sedans, domestic beer needs to be sold in brown bottles, grocery stores need to have a standard 12-16 aisle set up and all TV shows should be 30 or 60 minutes in length aired once a week."
Why aim for the parity in the middle market when you should be trying to find your Word of Mouth Edge.
If you're not clearly the best overall, then what can you talk about that is "the best" or "the most" or "the first" on a very specific style, experience, service, product, target market or marketing mix benefit or attribute - Use the chart above to find yours and evangelize about that story to your influencers and customers...and then listen...that whisper is growing louder.
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