There are three ways, or techniques, to buy word-of-mouth:

1. Architectural
2. Kinetic
3. Generous

Tool maker Makita bought word-of-mouth using the architectural technique and did it well. Watch the video and you'll instinctively understand:

Many people who watch the video will think "cool" and leave it at that. The rest will want to share it with their friends and either post the video to their own web or blog site, send a link to a friend, or post it to their Facebook or similar social media account.

Instant word-of-mouth.

Deconstructing the process, they thought about how it'd work:

• Place the message in a high traffic location
• Use hi-contrasting colors from surrounding areas
• Record the entire process (this was pre-planned)
• Edit the video for online use
• Put the video into the wilds of the web
• Enjoy the natural creep of the video across the world

Makita bought word-of-mouth using architecture and took it one step further and posted the video online to create further word-of-mouth.

What can you do that'll buy word-of-mouth? Have you budgeted for it? Think about how much exposure Makita is getting for a fraction of the cost.

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Supply the small things people dont expect. Its a big step to using Signaling Theory and adding to the Personal Experience Factor (links takes you off site).

After leaving my family for a trip, I realized Id forgotten to bring the one thing that helps me stay connected - the charger for my cell phone. Upon looking up addresses for area cellular companies with no avail, I asked the concierge at the Amway Grand Plaza Hotel if they knew of any retail locations. No. But we have extras in the back if youd like to use one. What kind of phone do you have?

Amway Grand Plaza Hotel anticipates the small things people forget or loose and provide them to you - free of charge. Often times hotels provide toothpaste, shampoo, mouthwash and other small items and thats great. But, they provided something thatd otherwise cost $38+. That was a nice surprise.

What can you provide people will appreciate but dont think of? The everyday things. Look around you. Take ideas from other industries.

Adding little details gives me more of a reason to talk about you to my friends. Isnt that what you want? I know the next time Im in Grand Rapids, MI, Ill be staying at the Amway Grand Plaza Hotel.

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Pet it. Groom it. Take care of it. Yes, there are responsibilities involved but it’s fun to play with and cuddle up with. Memories will be made, frustrations will be had, relationships will be garnished. You just have to get your hands a little dirty.

The phrase Web 2.0 is simply a taxonomy of the web. The phrase means the world wide web is growing up. It’s changing as it learns from us as we learn from it.

The advantages of Web 2.0 is you have near near direct contact with your current and potential customers but, on their terms. You can live in the day of the life of (insert customer name here). You can:

• Understand their heart felt needs
• Learn what matters most to them
• Learn what influences their buying decisions
• Discover what products work and don’t work for them and why

But, you have to participate to learn. What are you doing? How are you using the adolescent-like web? Are you:

• Using Facebook?
• Using Twitter?
• Consistently posting to a blog?
• Using email newsletters?
• Mining emails you receive through your website?

There is a lot of information to be gained by listening to your customers. You can actively participate in their lives and have conversations with them.

Just as you’d take care of a new family pet, play with them, train them, wash, rinse, and repeat, Web 2.0 can bring you a great amount of joy, insight, and wealth. You just have to participate.

Email paulboomer_at_wizardofads.com with what's stopping you from participating in Web 2.0. I may pay for you to attend the Marketing Performance Equation 2-day workshop to help jump start your adventure.

Read About Paul Boomer