Great relationships require trust

“The Cure for the Common Virus” by Jessica Tsai (DestinationCRM.com, October 2009). Wow! Yet another I-wish-I said-that article from Ms. Tsai — especially for those seeking to break their 20th century marketing habits.

It’s a holiday week so you’re either quite busy or slowed down to enjoy the moment. Either way let’s skip the usual intro and jump to some highlights.

Measuring the totality of viral’s impact is extremely difficult, if not impossible. After all, how do you measure emails forwarded from personal accounts? Or URLs copied-and-pasted into instant message windows? Or a remark passed over a fence? And yet, no one would argue that messages spread virally are extremely powerful. After all, consumers are far more likely to trust one another than any marketing pitch out there. (See “Who Do You Trust About Trust?,” and our interview with “Trust Agents” co-author—and 2009 CRM Influential Leader — Chris Brogan, in Required Reading.)

According to customer experience company Satmetrix, and codeveloper of the Net Promoter score (NPS), word-of-mouth recommendations by promoters are increasing year over year in all industries. The uphill trend is not due to an increase in viral marketing–specific campaigns, says Deborah Eastman, chief marketing officer; rather, the Internet and social media have ignited a sharing frenzy.

Customers don’t care if you want them to pass something along. Abandon the PR lingo and the corporate speak. No one wants to listen to it, let alone pass it on to their friends. “Share honest information,” says Tom Anderson, managing partner of Anderson Analytics. “What are you worried about—your competitors seeing it? Big deal. Everything’s instantaneous now.”

The bottom line is this… If you want to tap into the natural conversational energy of the crowd, then you have to give them something worthy of discussion.  But you also have to take that a step further and realize that worthy is defined by them, not by you. Traditional marketing’s one-way, dictate it and they will listen approach no longer applies. In fact, spin might only get you backlash.

We are by nature social beasts and that can certainly work to your advantage. Nothing beats word of mouth! But in order to win you must be honest and you must be authentic. Most of all, you must give them something truly worthy of their time. Because don’t you expect the same?

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