Rohit Bhargava is hosting a fantastic collection of essay to promote his book "Personality Not Included: Why Companies Lose Their Authenticity And How Great Brands Get it Back"
(This is a proven word of mouth technique. Invite people to contribute to a group project and they will talk about their contribution.)
Here’s my essay:
Personality mean giving people a reason to talk
“Good products and services are like brushing your teeth. You’re expected to do it every day. You don’t get extra credit.” paraphrasing Geoffrey Moore
We don’t talk about companies that we like. We don’t talk about companies that deliver quality service, day in and day out, for a reasonable price. We expect that. You’ve never called a friend and said “Did you know that Ritz hotels are really nice?”
You need to give people a reason to talk about you. Word of mouth starts with the topic of conversation. (It doesn’t start with a MySpace page or a viral video). Bland companies never give us a reason to talk, so we don’t talk about them.
There are seven emotions that cause someone to make a recommendation: