We're still discussing how one of my mentors, Roy H. Williams, documented how to create word-of-mouth advertising.
If you didn't read Part 1, go here for the foundation and the back story. (Once you're done with this post, you can see Part 3 here.)
Today we're looking at something that may be hard if you're a small business owner or locked into a long-term contract in your lease, but let's be real. If it were easy, everyone would do it, right?
Do you want to follow the path of least resistance, or do you want to be able to dig deep and step up to the challenge when everyone else "hunkers down" and takes their bat and ball and glove and goes home to mommy?
Good.
So here's what you do: Create memorable architecture that makes everyone talk about you.
For example, do you think it's an accident that McDonald's has huge golden arches at all of their locations?
I guarantee you when giving directions, 99% of people that live within 2 miles of this McDonald's say
- "When you pass the classic McDonald's on your right..."
- "Look for the golden arches and then it's the next street on your left..."
- "Look for the big neon chef guy on the old hamburgers sign and the dry cleaners is across the street."
That's word-of-mouth marketing.
But Wes, I don't have $10,000 or $50,000 to make fancy signs. Are you crazy?"
I feel your pain, and I have the prescription.
Ready for it?
Use your noggin!
What can you do affordably that can make an impact?
What if you're a music store? Could you get a $500 - $5,000 awning that looks like piano keys to make a lasting impression on the 500 - 5,000 cars that drive by your store every day?
Credit: Sagittarius Dolly blog
What about custom canopies and tents for trade shows or city events like this for well under $1,000? (Not an affiliate link. Just an example.)
Or maybe you keep a live rattlesnake in your bar like the Dixie Chicken does at my second alma mater, Texas A&M. (Note this is a Yelp review that a patron happily took and shared for free.)
Or maybe you wrap your vehicle in a way that is...ahhh...memorable like this...
Next, we'll look at how action/motion/kinetic energy can help you create word-of-mouth marketing.
When you know your numbers, you'll know what you can invest in great architecture to create the word-of-mouth advertising that will produce a positive ROI for years—maybe even decades—to come.
(You do know your numbers, right? Okay, okay. I'll write about the key numbers you need to track soon. Standby.)
If you think you're not worthy of creating such a buzz, you're not alone. Fully 40-70% of intelligent over-achievers suffer from Imposter Syndrome.
It's real, and it's really debilitating.
It's the formal condition that describes what I call "you can't read the label from inside the bottle."
Get some help reading your label before I raise the price at the end of the month.
Now go sell something.
