How word of mouth is different for men and women - Insurance Finances

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22. That's the number I want you to focus on today. That's the top 10 of Taylor Swift hits (Ironically, it's also the title of one of those Top 10 hits). It is the length of a cricket field if you measure it in meters. That's the name of a 202 - The Interstate Road that runs from Birmingham, Alabama to northwest Mississippi.

Let me tell you something else you didn't know about the number 22.

We know men and women are different, but I'll add to that obvious statement with this: When it comes to word of mouth marketing women trust Please Recommended by friends and family 22 % more than men. Men rely more on web-based information such as social networks and rating and review sites.

When it comes to word of mouth marketing, women rely on recommendations from offline friends and family 22 percent more than men. Click to Tweet When it comes to word of mouth marketing, men rely on web-based information — like social media and rating and review sites — more than women. Click to Tweet

This is just one of many differences we found in 2018 word of mouth reporting, Talking problems . In the report, we looked at the importance of word of mouth across variables, such as gender, age, and online versus offline. Although word of mouth affects everyone, it doesn't work equally or equally.

[embed]https://www.youtube.com/watch?v=DsS0lRDkUVE[/embed]

Use content to generate word of mouth offline

Much of the word of mouth happens in face-to-face conversations. Some reports estimate as much as 90% of word of mouth happens offline. And according to the Word of Mouth Marketing Association, an offline word-of-mouth impression drives at least five times more sales than a paid ad impression.

Here's the problem: many offline conversations happen because they're triggered by something online. Content is the driving force behind word of mouth marketing.

Content is the driving force behind word of mouth marketing. Click To Tweet

You can approach that propellant in many ways, but I want you to approach it differently. Especially, if you are marketing to women. The simple act of standing out makes all the difference.

Here's what I mean: In addition to having or hearing about a great experience, women are more likely to engage in word of mouth than others when they're exposed to a markedly different product or service. They are 49 More likely than men to discuss products or services that they consider "different" than usual. The goal is not just to be good, but to stand out. In other words, the same is lame.

Women tend to spread word of mouth more than others when they are exposed to a distinctly different product or service. Click To Tweet

Consider the family-owned restaurant chain, Cheesecake Factory. Did you know they spend five times less on advertising than any other competing restaurant chain? If you're wondering how that's possible, I'm asking the same thing.

Cheesecake Factory does something different and their customers tell their friends and family about it. In fact, 83% of Cheesecake factory diners mentioned this distinction in the past 60 days. Do you know what it is?

No, it wasn't their tantalizing case of the cheesecake that made us all drool. Actually it's their huge menu. Cheesecake Factory's menu is 5,940 words long. They make chicken 85 other ways. That menu generates word of mouth online and offline.

It's human nature to ignore the average and talk about the different. That's why you have to create a chat trigger, a purposeful differentiator to force people to tell their friends about you. You can learn more about chat triggers on October 3rd when our new book goes live. In the meantime, download the full Chat Issues report with the most recent word-of-mouth data for your own strategy.

Chatter Matters is an exclusive word-of-mouth report produced by Convince & Convert Consulting and the research firm, Audience Audit. It examines the word-of-mouth attitudes of 1,001 randomly selected Americans. The margin of error is approximately +/- 3.1%. Chatter Matters is a companion to my new book, Chat Triggers: The Complete Guide to Creating Customers with Word of Mouth . It will be released by Penguin Portfolio on October 3.

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