Tap Into Emotions To Create Positive Word of Mouth

March 10, 2008

Emotions play a role in business. From the old school marketer who relies on his gut, to the fiercely loyal consumer who won’t buy anything but a certain brand, emotions are at work. Word of mouth is driven by consumer emotions. People talk about things that touch them. If their experience with a business is positive and exceeds their expectations in a meaningful way then it is likely they will share it with their circle of friends in a positive way. The opposite is also true. Fail to deliver or create a negative experience and your business could be on the wrong end of a blog post that could be seen by millions.

Small business owners must be conscious of all the ways that their customers and prospects come in contact with them. In consultant lingo these are called “touch points”. Touch points include your:

  • Office, store or other place of business
  • Website
  • Receptionist
  • Voice Mail
  • Customer policies and procedures
  • E-mail
  • Brochures
  • Business cards
  • Presentations
  • Reports

The touch points are where you demonstrate your brand in action. The experience you create for your customers at the touch points will determine the nature of their emotional connection with you.  If you want your customers to position you as a premium brand, then you must provide a premium experience for them at each of the touch points. Do so on a consistent basis and there’s a good chance you’ll create positive advocates and evangelists for your business.


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