Quiz: If Dwayne “The Rock” Johnson gets paid $20 — plus a million for 2018 “Jumanji: Welcome to the Jungle,” and his presence in that movie has helped it gross more than $950 8 million worldwide at the box office, how likely are your customers to trust him if he recommends your product or service?
Right. Zip. Zilch. No. Nothing.
Despite the fact that the biggest and most popular brands are constantly hiring the newest and greatest celebrities to advertise their products and services, that makes this approach impossible. effective. That’s because consumers trust a very specific group of people, and celebrities aren’t one of them.
In fact, among those polled for the Chat Problem report Latest 25 percent said they don’t trust celebrities or celebrities to make recommendations .
The only celebrity cited to actually receive any significant credit from those polled is Oprah Winfrey. Yes, you know, one of the few people in the world that people instantly recognize just by their first name, and the woman who literally made a career out of “Oprah’s Favorite Things.” , which includes her putting her name as a personal seal of approval on the products and services she loves. Yes, that’s Oprah.
Even so, only 4% of respondents ranked Oprah on their list of trusted celebrities. An even bigger shock: the other celebrities who made the list are nowhere near Oprah’s status. Sandra Bullock, who I can only assume has been on everyone’s mind since “Oceans 8” was released this year, received a whopping one percent of the vote. Wal-Mart, not even a real person, received one percent of the vote.
Fun fact: Jesus Christ was credited three separate times by respondents, but we’re pretty sure he doesn’t have the opportunity to pay an influencer at this time.
So if we don’t trust Snoop Dogg selling us on Hot Pockets, Johnny Rotten of the Sex Pistols to campaign for British butter, or Samuel L. Jackson’s endorsement of the Capital One Credit Card, we do. think who?
Table of Contents
Americans value word of mouth recommendations from friends and family
Riddle number two: If we don’t trust celebrities, who do we trust?
A: Who has two thumbs and tons of cachet when it comes to product and service recommendations? You do, at least when it comes to your family and friends. And you get super bonus points if that word of mouth recommendation is taken offline too.
It turns out that brands really don’t need to break the bank on high-powered celebrities or “professional” social media influencers to get people talking about their brands. They need practical, everyday people, like you and me.
But before you catch your family and friends and ask them to start posting and talking about on behalf of you or another brand, consider that age-targeting and word-of-mouth recommendations are real. makes a huge difference when it comes to who gets those messages:
- Americans up to 40: This group tends to trust people who are the same age as their parents.
- Americans aged 40-60: This group tends to trust people their own age.
- Americans 60+: This group tends to trust the opinions of people their child’s age.
Unfortunately, and like most things in life, word of mouth recommendations are not a “one size fits all” approach, but there is a strategic way to get customers talking about you. and you come to their trusted circle, in all the right ways.
How brands can get customers to talk to them by word of mouth
Word of mouth accounts for as much as 50 percent of all purchases, but you’ll be hard-pressed to find a brand that has word of mouth strategy . Thankfully, all brands have to do to turn customers into volunteer marketers through word of mouth recommendations is find their uniqueness. Chat trigger .
Chat triggers are a distinct, talkable customer experience: every brand has one. It’s just a matter of finding what attracts customers to talk. DoubleTree by Hilton does just that with delicious chocolate chip cookies that are hot at check-in. Cheesecake Factory does that with an impossibly novel menu. Five Guys Burgers does it with an almost literal mountain of fries. And your brand has one too. Chances are it already exists — you just have to explore it.
Recently, Jay Baer and Daniel Lemin guided users through part of their process on how to find hot Chat Triggers on Facebook. Podcast Content Experience Program but they also revealed it all, gloriously, step-by-step in their new book, “ Chat Triggers: The Complete Guide to Creating Customers with Word of Word . “TLDR; When it comes to Chat Triggers, the same thing is lame, and the difference and memorable is tellable. But there’s more to it than that.
I’m not a celebrity or a paid social media influencer, so you can trust me when I say that Real Chat Matters has been filled with incredible insights. Amazing and engaging, podcasts are a great source material to fuel your creative brain and Talk Trigger is the best way for you to turn your existing customers into volunteer marketers. And if we do meet in person, I promise you I will 100 percent tell you the same thing.