See Andy's other stuff:

RSS Feed

Follow Andy

Contact Me >>

Personality counts

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:

Read the full essay here.

Email to a friend:

Privacy: We won't save or reuse these emails.


  1. Tim Jahn June 1, 2008 at 11:17 pm #

    To me, this is why I think companies who blog should do so with a personal, down-to-earth tone. Don’t try to sound all professional and safe…say what you mean and mean what you say. Have some personality and come across as alive in your writing.

Get My Newsletter!

Subscribe to Damn, I Wish I’d Thought of That! for a weekly email full of unusually useful ideas for smart marketers. Great marketing is about brains, not bucks. The best business ideas are easy to do, inexpensive, and fun. Learn to simplify your business, earn word of mouth, and thrill your customers:

Never display this again