Evan Carmichael argues that word-of-mouth marketing works when you lead with a core value, not features. Pick one emotionally resonant word that captures what your business stands for, like "family," then tie it to your promise. A lawn-care company that treats customers like family generates buzz and repeat business.
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Marketing is about values. If you want people to talk about your business, then you have to give them a reason to care. If you're an ordinary company with an ordinary message, you are going to get lost in the shuffle. People will not pay attention to you. And if you're wondering why you're not getting more word of mouth, why people aren't talking about you, it's probably because you haven't given them a reason to talk about you. If you're just ordinary, you're not going to get people saying how extraordinary you are. So you have to change your message. Most entrepreneurs start off with the basics. They talk about what they do. The next level up is talking about the features, the benefits that you can offer them. And then the next level up is thinking about what you stand for, what you believe in, what makes you who you are. People want to know that, and that is a message that is spreadable. Say you cut grass for a living. Most entrepreneurs would say, "Hey, I cut grass. I can cut your grass for you. It's going to cost $30 a cut." The next level up is talking about the benefits that you can offer them. You're not cutting grass. That's not your service. You're saving them time. You're making them look good. You're making their neighbors jealous. Those are the benefits. But the next level up is giving them a reason to care about you as a company. What do you stand for? Pick one word that defines who you are and what your business is all about. Say it's family. Family is our one word. That's something that you believe in. That's something that to your core you believe in. Bring that to your business. You treat your customers like family. You don't have to talk about, "We provide amazing service." Saying things like, "We treat our customers like family," that explains it on a much more powerful and emotional level. Talk about how you would cut somebody's grass and look after their lawn like it was your own, or like it was your mother's lawn. That shows them how much care you have into it. It makes them feel something. It makes them emotionally involved and attached to your business, where if you just say, "I cut grass," you're not going to get the business. So think about what that one word is for you. What defines who you are as an entrepreneur and what your business is all about? Make it powerful. Make it meaningful. When you see that word, it should strike up emotions within you. And if you can get that feeling, then your customers will as well. They'll catch it like a fever, and then they'll tell their friends about it. They'll tell the community about it. You're giving them a message that they can spread, and so they'll spread it. It's worth taking some time tomorrow, tonight, to figure out what you stand for as a business. And from there, everything else will flow. Otherwise, if you just keep going as is, you're going to continually wonder why people don't get what you do, why people don't spread the word about you, why you're not getting more word-of-mouth business, why you're not getting repeat customers. It's that important. Make your message important. Make it spreadable. Make it outstanding. Make it different and people will talk about you. Believe. For those of you watching, if you like the video, please give it a thumbs up below. It makes me want to do more for you. And I want to hear what you have to think. What did you like about this video? Please leave it in the comments below. And if you have a question for your own company, I'd love to try to answer it. Leave a comment and I'll get back to you with a video reply. Thanks guys, we'll see you soon.
