It wasn’t too long ago that we talked about how to generate word-of-mouth conversations, especially for brands that don’t inspire a whole lot of chatter on their own. Since then, we’ve introduced you to the concept of Delighting Consumers with Hidden Surprises.
And now, to connect the dots.
If you’re trying to get people talking about your brand, one of the most effective things you can do is to give ‘em something that’s so unexpected that they can’t help but tell someone else about the experience.
Here’s some inspiration: In 2009, a couple from the U.K. started mailing handwritten letters to each household in a couple of small towns, and documenting their efforts online. Each note was unique, but also compelling; you can scroll through the (very large) collection here. I think we can all agree that anyone who received one of these letters would tell someone about it; the fact that it made the BBC news suggests that quite a few people “told a friend.”
Now, we’re not saying that your brand should assign someone to write thousands of personalized letters to strangers (although, you’d certainly make a splash if you did!). Let’s consider the bigger picture, though. As you scroll through the aforementioned gallery, you’ll notice that every one of these letters piques the curiosity of the recipient, and forces them to ask questions. Hell, the fact that they received this kind of letter in the mail in the age of tweeting is a surprise all on its own. It’s exactly this kind of tone and this kind of content that drives conversations, regardless of whether your brand is inherently interesting.
When you’re hoping a campaign goes “viral,” or you’re launching a word-of-mouth program, this is where the bar should be set content-wise. Think about what will be so unexpected, so inherently conversational, that your consumers will be compelled to tell their peers about this delightful surprise.
