Um Word of Mouth-Prinzipien zu verstehen, muss man sich anschauen, was diese tatsächlich trägt. Mund zu Mund “Propaganda” ist eine in größerem Maße emotionale Angelegenheit, als Marketer vermuten.
Andy Sernovitz beschreibt die Voraussetzungen, die es braucht:
“Why people talk:
- The “you” reason. This is first and foremost. People talk because you’re creating or doing something worth talking about. Word of mouth only works for great products and great services sold by great people — don’t worry about anything else until you’ve taken care of this.
- The “me” reason. People talk when it makes them feel smart, important, or helpful. When we share recommendations about brands and products, there’s a lot of emotion behind it.
- The “us” reason. This one is all about feeling connected. It’s one of the most powerful human emotions, and whenever you can help your fans better organize themselves, you’re rewarded with real, sustainable word of mouth.”