Beyond Buzz: The Next Generation of Word-of-Mouth Marketing

There are three important things to listen for: intent, content, and language.

As you can see, marketing anything requires explaining ideas within people’s existing frames of reference—that is, in a context they already understand.

If it’s not a conversation, then it’s not effective marketing.

Some of the most effective conversation starters are points of view based on beliefs, contrarian views, or unusual advice.

Meaning making helps makes sense of an idea, concept, or product, showing us how it relates to what we already know and believe.

A point of view is an “also,” not an “instead of.” The purpose of these conventional fundamentals is not to engage people in interesting conversations. They are directional, informative documents—more like maps and blueprints than motivational guides. They’re about the company’s intentions and objectives. Most are written to be read—not to be talke

Likes to argue and reason; uses words like “because”: Explain why and why not. * Uses five to eight words in a sentence: Keep it brief; use short sentences. * Is interested in cause and effect: Explain, “if we do this, then this is what will happen. If we don’t do this, then here are the likely consequences.” * Understands and uses comparative term

This is why using points of view to engage people in conversations can be so effective. Points of view are not just rational facts, but ideas laden with emotional beliefs. In other words, the point of view in and of itself provokes an emotionally charged conversation.

What’s our own point of view about our industry and our business? What really matters? What doesn’t matter? What’s important to customers but overlooked by us? What’s beginning to emerge that could change the industry?