Can you imagine a dentist practice that installed a private bakery for its clientelle, giving away a brown bag of donuts to every lucky customer? You’d sure want to tell someone wouldn’t you? Or would you?

This is the amazing ‘true-life’ story described by a well-known ‘Word of Mouth’ Marketing practitioner. Me, being of a keen student of human nature - always wondered if those sweet-tooth-challenged clients might just eat the buns on the way home.

This ‘Magic Word of Mouth’ writer (whose name I wish I could remember, maybe a member of WOMMA) went on to describe another popular buzz-phrase ie. WIIFM (sounds like a radio, doesn’t it?) or ‘What’s In It For Me?’ (You knew that already, right?) It’s the thought that according to theorists usually occurs to the public when faced with any business proposition.

Now this type of self(ish)-questioning aspect of human nature also rang bells with me because in many circumstances I believe it can actually defeat the purpose of ‘Word of Mouth’ marketing.

You see if someone makes or sells something that is unique, rare, impossible to find, of great personal value to the buyer and gives them kudos, raises their ‘face’ value, then that person or group may not want the general public to know where they bought it. They ‘Don’t want to give the game away’. A classic example of this is from that famous blog The English Cut.

Thomas Mahon found that it was difficult to market himself as an independent tailor because clients liked to keep him for themselves and then he started blogging. Now Thomas works in both the US and UK designing and tailoring suits for his blog readers globally.

His friend, Hugh Macleod of Gaping Void believes that there are many ways ‘Word Of Mouth is not created, Word of Mouth is co-created.’ and that ‘People will only spread your virus if there’s something in it for them. They have to be complicit in your success.’

Making good conversations and selling your ideas, wares and persona is what blogging is all about. If you’d like to find more ways of making your blog effective as a personal selling tool then make sure you read Brian Clark’s: The 5 Simple Ways to Open Your Blog Post With A Bang.

Let’s talk about what works for you.