Grapevine: The New Art of Word-of-Mouth Marketing by Dave Balter and John Butman makes an excellent point: the best marketing in the world—the most effective, the most reliable—is word-of-mouth marketing. The problem: advertisers can’t drum it up, no matter how hard they try. Lasting, powerful word-of-mouth happens only when products and services are the real deal.
People love talking about the stuff they buy. We do it all of the time. But why? The reasons are discussed in Grapevine. They include: the desire to educate or help, the desire to prove our knowledge, the desire to find common ground, the desire to validate our own opinions, and the pride of ownership.
Notable quote: “There’s a tiny part of the brain, the hypothalamus, that among other things helps regulate sexual urges, thirst and hunger, maternal behavior, aggression, pleasure, and to some degree your prosperity to refer. The hypothalamus likes validation – it registers pleasure in doing good and being recognized for it, and it’s home to the need to belong to something greater than ourselves. This is the social drive for making referrals.”
Additional note: Genuine word-of-mouth is not “buzz.” It’s not the latest thing that everyone is talking about right now. It goes far deeper than that, and lasts longer.
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