Why Offline Word of Mouth is more persuasive than Online Word of Mouth - Insurance Finances

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Americans value offline word-of-mouth recommendations 41 percent more than online word-of-mouth. #ChatterMatters Click to Tweet

Today's number is 41.

41 is the name of a great Dave Song by the band Matthews. It is the atomic number of niobium. The longest and last symphony written by Mozart was Symphony No 41. And that is the Guinness World Record for the most crammed full-size car, achieved in 2015 in Krasnoyarsk, Russia. In case you were wondering, they crammed into a Toyota Rav4.

The number 41 is related to word of mouth marketing . Let me explain.

When recommending what to buy, we rely on both online word of mouth — like social media and review sites — and offline word of mouth— recommendations from our friends and family. When you compare online and offline word of mouth, the overall conversation volume is about the same, but offline word of mouth is more persuasive. According to our word of mouth, Chatter Matters Americans value offline word of mouth 41 % more than online word of mouth.

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There is a corner of the business world that believes that social media is word of mouth, or that social media has replaced word of mouth as the driving force behind consumer perceptions and preferences. I'm here to tell you it's not, and it's not.

Perspectives of the business world believe that social media IS word of mouth or has replaced word of mouth as the driver of consumer awareness. It's not. And it didn't. #ChatterMatters Click to Tweet

Think about that.

In social networks, everyone's life is managed, like a museum of the mundane. Think of your friends posting a video of a great concert they attended, but don't post anything when they're at the bowling alley by a reuniting rock band. local. Our motivation to post on social media is, to some extent, anchored in the desire to show off the great elements of life.

We are more authentic offline. We tell our friends about a rock band concert that has passed. We also convey our real feelings about the brand and the experience. That's why offline word of mouth is more persuasive. We believe it is the real thing.

Word of mouth is not magic

Word of mouth is equally common between givers and receivers. It's the driving factor that drives more than four out of five Americans to make a purchase. The same ratio was given word of mouth introduction others .

But for some reason, marketers tend to believe word of mouth happens by magic or needs to be promoted along with stunts. Instead of adopting a random approach, we have a strategic word of mouth solution. It is called talk trigger . A chat is not a stunt, but a conversation strategy. It's word of mouth on purpose, rather than by accident. Here are the four main requirements of a chat trigger:

1. A chat trigger must stand out

If it doesn't deserve a comment, it's not a talking trigger. Lower prices are not the talking engine. You must stand out.

2. A chat trigger must be relevant

Just doing something to get noticed doesn't have to be the talk trigger. Changing your packaging color to lime green can be noticeable, but does it resonate with your customers in any way?

3. Chat activation must be reasonable

The conversation trigger is a catalyst for conversation, but it's also sensible enough to be reliable. When you over-promote — or when consumers think you're over-advertising — it reduces engagement in your conversation triggers and creates a more lasting spillover effect that reduces trust. brand in the future.

A chat trigger must be reasonable enough to be trusted. When you over-promote — or when consumers think you're over-advertising — it reduces your engagement in triggering the conversation. Click to Tweet

4. A chat trigger must be repeated

This is easy. A talking trigger is available to every customer, all the time. If it's something that has terms, conditions, eligibility criteria, or is only for influencers, it's not what's triggering the conversation.

Get the most recent word-of-mouth data available to marketers and download the complete report Chatter Matters . Interested in creating a chat enabled for your business? Get my new book, Chat trigger co-authored by me with Daniel Lemin.

Chatter Matters is an exclusive word of mouth report produced by Convince & Convert Consulting and 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 an accompaniment to the new book, Chat Triggers: The Complete Guide to Creating Customers with Word of Mouth .

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