Getting word of mouth is easy — just ask for it.
When was the last time you asked for a testimonial? When was the last time you asked a customer to recommend you?
After every sale, Zappos asks if you’d like to share what you bought with your Facebook friends. (I bet a lot of companies have wasted a lot of cash on wacky Facebook strategies instead of just asking.)
Twitter did even better. 
- Every single page has "share your story" — a request for testimonials. They will get a gazillion priceless testimonials.
- Every single page asks you to put Twitter on your web site. Countless people will do it, providing exposure and endorsements that paid advertising could never match.
Lesson: Word of mouth strategy #1 = Just ask.
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Update: Another Zappos tell-a-friend request from the order confirmation page:
Which takes you to this pop-up:
I am a former radio guy. Audio communication was my life. Now I am using audio testimonials (real word of mouth right from their mouths) that can be heard on the my web site. We have the largest Mobile DJ company in the U.S. and we get great feedback all the the time from all over. But rather than post a boring montage of usually outdated client letters or quotes…we put their audio on our site…so that others can hear their love and passion for our service. I think the impact of audio is significant. (Video could be good too, but tough to get people to look and be natural on camera)
Great SIMPLE idea – just ask! How novel!
Another friend of mine at “men@pause” (M.Scott) had a brilliant idea as well – he has a Audio Acrobat “guest line” set up where he gives his clients the phone number and Matthew walks them through the easy process of leaving their recommendation on a phone line. He then (with their permission) uses the audio testimony on his websites and then transcribes them to use in full or part on printed materials.
If its so easy even a caveman can do it, why don’t we? – Fear? Laziness? Doesn’t require a committee?
Good question Bill … I think we just forget. Even me, and I teach this stuff.
So … see the next post – I’m following my own advice.