Since around 2002 I've been a fan, follower, and student of Roy H. Williams, The Wizard of Ads.
- The Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires
- Secret Formulas of the Wizard of Ads: Turning Paupers into Princes and Lead into Gold
- Magical Worlds of the Wizard of Ads: Tools and Techniques for Profitable Persuasion
- Pendulum: How Past Generations Shape Our Present and Predict Our Future
- Free the Beagle: A Journey to Destinae
He's one of the most insightful, meticulous, and effective advertising, sales, and marketing professionals I have ever met, and I do not throw around compliments lightly.
In one of his three New York Times bestsellers, he described this exact topic. He also did so in great detail during one of his live sessions on his campus just south of Austin.
Yes, I said "campus."
Over the years Roy has built not only a great meeting room but a small hotel—where students stay for free—a tower with a luxurious training room with high back leather chairs, a gift shop, an office, even a chapel—among other things.
Accomplished professionals from all walks of life including musicians, NASA rocket scientists, CEOs, and entrepreneurs fly in from around the world to spend 1 or 2 or 3 days taking it all in, meeting with like-minded motivated professionals, and growing.
This sprawling campus, free lodging, exquisite food, and accommodations is an example of the first way to generate word of mouth marketing: Over-Deliver.
When you step foot onto the campus of Wizard Academy you can put your wallet away.
There is a dining area for the quaint hotel with a fully-stocked refrigerator, pantry, and bar.
You cook your own breakfast but a catered lunch is provided during the classes and dinner is sometimes provided and sometimes we make our own, family-style.
Either way, it is a wonderful experience.
And as I learned from Roy, people will pay for exclusivity and experiences.
So the first way to create word of mouth marketing is to deliver a WOW" experience.
(By the way, that's the "D" in The A.B.C.D.E. Sales & Marketing System™ .)
Look at how Claim Jumper gives you a piece of chocolate cake big enough for the entire table.
Look at how Nordstrom provides a shopping Concierge.
I send a new client welcome kit that they do not expect with all sorts of goodies. (I don't want to spoil it for you, but everyone sends me a note or calls me to thank me for it when it arrives within 48 hours of ordering.)
But Wes, my margins are too tight. I can't give away anything extra or I'll go out of business."
You can't include peppermint or a Tootsie Roll in the box you ship to your customers?
You can't give them 70 minutes on a 60-minute consultation call?
You can't send a hand-written thank you note with every order?
There is SOMETHING you can do that goes above and beyond what your greedy competition is doing and that one little thing will make all the difference in the world.
Trust me again when I say it's not enough to give $100 of value for a $100 sale.
That is the minimum that is expected to not receive complaints and returns.
To create buzz and excitement, send a Tootsie Roll and a thank you card and see what happens.
Next, we'll look at architecture to create word-of-mouth marketing.
Need some input as to how to over-deliver?
You can start with my too-affordable Initial Process Assessment, which will soon be less affordable.Now go sell something.