It can often be difficult to drive sales via WOM (Word of Mouth) in marketing unless you have a remarkable product. However, there are methods available that can assist in driving sales for most products and services whether it's remarkable or not. This is by following the acronym S.T.E.P.P.S. by Jonah Berger: Social Currency, Triggers, Emotion, Public Visability, Practical Value and Stories.
Let's Touch base on these terms:
Social Currency: Social Currency refers to your influence on social networks and how others interact with your network, whether posts are shared or reviews are reposted and so on. Jonah Berges suggests that anything that can be shared, retweeted or shareable in any sense is what holds Social Currency. Not only does it bring people to purchase their products/services, but it also creates an attractive look for the business when there is a flow on their social media posts; it allows them to look reputable.
Triggers: Triggers, as defined by Jonah Berges, is something within a campaign that is easy to remember. It doesn't need to be a product specification, but ideally of an idea. For example, have a break - have a KitKat. This is something most likely to travel via W.O.M, Contagious and easy to remember.
Emotions: Using emotion in marketing material can enhance the interactions with potential users—a message which allows the company to display itself as compassionate, caring, devoted to its customers. These are not usually recommended repetitively however work well in shorter intervals. When using emotion, it is important to stay true to the brand values and image.
Public Visibility: Similar to Social Currency, Public Visibility requires the audience to act upon a social media post or material. It requires the participation of the viewers to share, react and respond to the material in order to drive sales.
Practical Value: When marketing is put in use for practicality, it plays a large part in the customer experience. Not only are we creating materials or products which are useful but also that can be used every day. In other words, "relevant". For example, a launch date for a limited product or medical information via marketing tools with information the general public can understand to continue to stay safe during COVID19. It is useful information that has a high demand.
Stories: Storytelling essentially allows a person to tell of history or how the product or material came about. For example, a store advising they first started in their garage. Not only does it create an understanding of who the brand is, but it also shows viewers the process and brand's values.
Seth Godin gives some great insight on how to get your ideas across to consumers. Let me know what you think.