The Duct Tape Marketing Podcast Author of Word of Mouth Marketing Visits Referral Week
Mar 8, 2010
Andy Cernovitz, an expert in word-of-mouth marketing and former CEO of GasPedal, shares valuable insights on generating referrals. He highlights the importance of making conversations easy and exciting, by suggesting unique experiences like bike house tours. Cernovitz discusses the 'chocolate problem,' urging businesses to continually provide fresh talking points. He also emphasizes the power of handwritten thank-you notes and small, memorable gestures as essential strategies for cultivating referrals.
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Word-Of-Mouth vs Referrals
- Word-of-mouth is anything that gets someone to tell a friend about you, regardless of who speaks.
- Referrals and word-of-mouth overlap but word-of-mouth is broader and fuels referrals.
The Chocolate Problem
- The "chocolate problem": if your offering is obvious and expected, people won't talk about it.
- You must add novel features or moments that renew conversations over time.
Stage New Reasons To Talk
- Keep adding fresh, talk-worthy features periodically to restart conversations.
- If something goes stale, introduce new reasons for people to share.
