If you want your business to grow, you need people to talk about you. So you need to give them something to talk about.
We don’t talk about companies that we “like.” We don’t talk about companies that deliver good, quality service, day in and day out, for a reasonable price. We expect that. Do you and your friends say things like, “I had a good experience shopping today at XYZ Store” or “I got an overnight delivery today, on time”? Companies that do what we expect them to do never give us a reason to talk, so we don’t talk about them.
You need to give people a reason to talk about you. The topic of conversation has to be interesting, and it has to involve emotions. (Find out what neuroscientists and psychologists have proven about the power of the emotional circuits in the brain that activate behavior and decisions.)
There are seven emotions that cause someone to talk about you or your company:
- Love
- Happiness
- Surprise
- Fun
- Belonging
- Pride
- Anger
You can use these emotions to give people a reason to talk.
Here are some examples:
Zappos: receive your order in 2 days instead of the expected 5 to 7 days = Surprise & Happiness “Hey, look at this — I just ordered these shoes two days ago! I didn’t have to wait long at all.”
REI, membership sites, airline clubs, alumni, associations: exclusivity, building community = Belonging “I joined this great club and I’m meeting some really wonderful people with a lot of the same interests I have — you should join too!”
Mega churches, certain family therapy, support groups: acceptance = Love “It just makes me feel so good to go there. I get so much support, and they really like me for who I am — they understand me.”
How can you use emotion to evoke a reaction from your clients, and get them talking about you, too?
{ 6 comments… read them below or add one }
Marcia, Cheering you on! Of course #7 gets the most response and can do the most damage. We’re all aiming to do our work so that client/customer evangelists will help us spread the word. That’s really the power that emotions can tap into. Thanks.
Bobbye Middendorf
The Write Synergies Guru
Well, even though I’ve worked hard to keep this a BIG secret … :-)
I incorporate humor whenever I can into my marketing messages, blog posts, podcasts, and social media updates. So I would have to say, more often than not, #4 applies to me.
I’m so glad you’re talking about creating BUZZ around your business, your brand, and you. It’s paramount. After all, if people aren’t talking about you, you’re in DEEP Bandini!
Melanie
I never really thought about why people talk about things. I’m hoping that I incorporate many of these into my blogs and biz. I LOVE for everybody to find a sense of BELONGING on my FUN blog, which of course is filled with plenty of SURPRISES!
Hi Bobbye! That #7 is one we ALL want to stay away from, for sure. Don’t need our evangelists spreading that kind of word.
Melanie, OF COURSE #4 applies to you — you’re very open, human, and fun!
Martha, way to pick up on the emotions really quickly and drive the point home.
Thanks everyone.
M
This is exciting! I’m going to think about: Happiness, fun, love & belonging – I think those are the things I hope people get from me and my work. I’d also like them to be pleasantly surprised too – so I shall work on that as well.
Great post Marcia, you’ve really got me thinking –
which is always good :-)
much love
Heather x
Heather,
I’m so glad I got you thinking! So many times we overlook this simple stuff. I look forward to being surprised by you!
Marcia