Demystifying 
W o rd o f 
Mo ut h 
Er nes t 
Di c ht er 
With 
Marketing 
Legend 
PART THREE 
Why Customers Act 
on Referr...
W o rd O f 
Mo ut h 
Re fer ral s 
are a 
Rec u r ri n g 
3 St e p 
Process
These st eps are : 
Talking 
about 
Listening to
Ac t i n g o n 
t h e Re fer ral 
AND
In this 3 part 
series, find out 
why each step 
happens 
and 
how to use this 
knowledge to 
acquire more 
customers thro...
W hy 
c us tomers 
ac t o n 
Re fer ral s
A ut h e nt i c 
Passion
“The real meaning of a 
product and of its effect to 
the user is revealed not only 
through the choice of the 
speaker’s ...
Having an awesome 
product and a 
devoted fan base 
will encourage 
passionate referrals.
your business 
is still on its 
way there? 
But what if...
You could back 
a charitable 
cause customers 
can get REALLY 
passionate about. 
(Choose carefully!)
For every pair of 
shoes sold, TOMS’ 
One for One 
campaign donates a 
pair of shoes to a 
child in need.
Since 2006, TOMS 
has sold and 
donated 10 million 
pairs of shoes. 
SOURCE: 
http://style.time.com/2013/06/26/toms-hits-1...
And that’s a lot of 
happy children!
37% 
of Millennials report 
being drawn to products 
with cause campaigns 
where their purchase is a 
form of support. 
84...
Ge n u i n e 
Compa s si o n
“That the speaker is genuinely 
concerned with the listener’s 
well-being or has his 
advantage at heart becomes 
eminentl...
This means a 
Referral should 
address specific 
needs, preferences 
or problems that a 
customer faces.
In ecommerce this 
comes in the 
form of product 
recommendations 
based on the 
customer’s 
preferences.
100% of the top 10 
retailers in the 
Internet Retailer 
500 use product 
recommendations. 
SOURCE: 
http://content.moneta...
70% of Amazon’s 
homepage 
are product 
recommendations! 
SOURCE: 
http://content.monetate.com/h/i/12311883-maximize-onlin...
Ac t ual P roo f
“Tangible evidence” that a 
product works, as seen in 
real life, “…serves to 
strengthen the impact … of a 
recommendatio...
Proof in marketing 
used to take the 
form of 
infomercials on TV
In ecommerce, 
customer reviews 
are your proof.
The average 
customer consults 
Eleven 
consumer reviews 
before a purchase. 
61% of US consumers 
have made 
purchases ba...
Sembl a n c e 
o f Sec recy
When the speaker displays a 
“reluctance to divulge the source or 
brand name of a product” it can serve 
as sign to the l...
By withholding the 
source or details 
about your product, 
you’ll create intrigue 
in customers.
The more 
unattainable an 
object is, the 
higher its 
perceived value is.
Gmail was highly 
exclusive during 
it’s first 3 years 
of service, 
requiring an 
invite to sign up. 
Social media was 
a...
Gmail currently has 
425m 
users and its mobile 
app experiences 
29% year on year growth
Word of mouth has 
been shown to 
improve marketing 
effectiveness by 
up to 54%! 
Visit 
for more tips and 
strategies on...
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70% of Amazon’s
homepage
are product
recommendations!
SOURCE:
http://content.monetate.com/h/i/12311883-maximize-online
-sales-with-product-recommendations#axzz2IdJfsKau

Publié dans : Marketing

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