word-of-mouth is not created

May 23, 2008

“Word of mouth is not created, it is co-created. People will only spread your virus if there’s something in it for them.” – Hugh MacLeod.

Something I said on Twitter recently. Thanks to John Moore of Brand Autopsy fame for picking it up. Rock on.

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caleb

14 years ago

Awesome! I try to tell people all the time. Appeal to individual self interest.

Andy Sernovitz

14 years ago

Something in it for them = emotional rewards, never monetary rewards.
They must feel smart, happy, important, love, fun, belonging. Or angry.

peaky

14 years ago

surely the point of “word of mouth” is that it isn’t in a vacuum, its a twoway street. its trust ‘loaded’, theres social investment in it.
Its also ‘on approval’
just a thought
P

CheekierMeSly

14 years ago

True. But the “something in it for them” doesn’t necessarily connote selfishness. Just finished Gladwell’s Tipping Point (yes, superslacker for reading it way after Blink, and I heartily agree with his ideas about Connectors, Mavens, and Salesmen. Some people share because they get off from sharing – not because they’re actually compensated beyond the emotional high. I’ve felt that personally, time and again.

Rasul Sha'ir

14 years ago

This reminds me of a similar train of thought. . .
People pay attention (and may ultimately spread the word) when there is a compelling argument that that speaks to their life instincts – their emotions or their economics (or both).

Sebastian Franck

14 years ago

When I saw the headline “word-of-mouth is not created”, I thought brilliant. But I expected a follow-up a little more profound, coming from you’n’all. The continuation I had in mind was rather: “Word-of-mouth is not created. It is earned”.

Miguel Cavalcanti

14 years ago

Hello Hugh, great cartoon !!
You rock !!
Thanks a lot, Miguel, from Brazil

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