Don't use hype when you can create word of mouth

by Jane Genova

Marketing Communications

September 2006

Hype is often a telltale sign of desperation, organizational insecurity or arrogance. Long before the Segway was actually brought to market, it was hyped endlessly. Never heard of Segway? My point exactly.

Jane Genova

Intense hype surrounded the introduction of Katie Couric to CBS Evening News and Rosie O'Donnell to "The View."

Far more promising and cost-efficient is to forget hype and build platforms for word-of-mouth. State-of-the-art marketing books explain the process.

If you pick up Seth Godin's "small is the new big," or Tom Peters' "Re-Imagine," or Robert Scoble's and Shel Israel's "Naked Conversations," one thing is clear: Hype is a one-way command to consume that is usually ignored. Word-of-mouth is a two-way conversation about what might be in the consumer's interests. It usually gets attention.

Good tools for word-of-mouth include inviting consumers to help design the offering (think Lego). Or solicit criticism (think how Scoble/Israel created a best-selling book). Offer free sampling. Bulletin boards and blogs are new social media where real product and service benefits can be discussed, stirring passion and even humor.

To stimulate word-of-mouth momentum, you must believe in the "wisdom of crowds" enough to allow consumers to remain in charge of the conversation. This belief turns browsers into buyers in Apple's retail stores.

Jane Genova, writer and marketing communications consultant, may also be found blogging.