If you want a business that attracts all ideal clients, you need to give them something to talk about.
Gossip gets a bad rap, especially considering it seems all PR is good PR these days.
Hell, we've got a presidential candidate who barely had to spend money on his campaign because he was so gossip-worthy! At Worstofall, we want people gossiping about us, too. That is, talking about us to their friends. Because good gossip is the best form marketing—free and reliable! And it builds reputation better than anything else.
People share things that are… Entertaining
Whether it’s a polarizing political article or an adorable puppy licking a giggling baby, content that revs up our emotional juices are fun to share because they inspire reactions. This is obvious when it comes to Trump & puppies, but how does it relate to your business?
Take Night, a luxury pillow company that is as much a beauty product as a sleep buddy. We built their brand a couple years ago, and encouraged them to embrace the authentically sassy voice of their cofounders Kalle & Isaac.
A recent blog post of theirs had me laughing so hard I had to forward it to a few friends. A behind-the-scenes story of Isaac’s trip across the country to personally deliver their product to Kim Kardashian, including a series of travel missteps and how airport miracle worker “Linda” made magic happen, was both entertaining and personal. It infused a brand (whose sole product is a black, silk pillow) with personality that makes you want to hang out with the founders.
What fun and entertaining stories can you share that let us in on the people behind the brand?
People share things that are… easy to share
I bet there are a ton of people that know and trust you that would love to send you business... but they don’t. This is usually because you’re not easy to share with others because:
- You are selling something generic that lots of other people are selling. In their most genuine tone the only reason they have to tell their friend to contact you is because they like you. “You should call my friend who’s an insurance broker because… he’s a great guy!” Not a very compelling sell.
- What you do is hard to explain, so it’s hard to bring it up. “My friend does this energy healing thing, I’m not sure exactly how she does it but she makes you feel better. You should try it!” Hmm… really?
- It’s completely unclear how much you cost, so others are fearful of sending the wrong people to you because it may make them look bad. Either they send you someone who can't afford you (and wastes your time), or they send you a client who is ready to spend a lot more and then feels like their time was wasted when they find out you are at a much lower price, and therefore not in the league they were looking for.
Having a clear idea, action or product that makes you easy to talk about and share can change this. One example: we productized SAT test prep company Ivy Lounge Test Prep’s first meeting into an “Ace the Test Game Plan.” Instead of an hourly test prep tutor, Ivy Lounge offers a $750 package where they do a full assessment of the student’s testing abilities, diagnose strengths and weaknesses, discuss test score and college goals, and gives a full report with an action plan on how to achieve said goals.
This is both easy for students and parents to share, and it lets everyone know the price range of their services. Instead of being another, albeit great, test tutor, they have something clearly defined that others can talk about.
People share things that… are unexpected
There are so many unexpected ways to be unexpected, but I’ll share my favorite one here: say "no" to clients that aren’t ideal for you. Nobody forgets the company that said “no” to them, whether explicitly ("we're not a match"), or implicitly by pricing themselves out of certain clients.
We just got an amazing client from a prospect who wanted to work with us months ago but couldn’t afford our services. Instead of feeling disillusioned, she was motivated to get her business to a more established spot so she could afford our services. In the meantime she became a raving fan who told her colleague that they had to work with us because they could afford it.