Some people say that they're the same - word of mouth and network marketing.
Tom "Big Al" Schreiter, for example, has taught for years that recommending your product or business is like recommending a restaurant - only you don't get paid when you're recommending the restaurant.
While network marketers do speak to others about their wares, the 95% drop out rate in NM tells me that the "words of mouth" in NM are somehow not the same. People everywhere still recommend restaurants, movies and a host of other things to friends, but most network marketers have given up recommending their wares long ago.
What's the story here? Why the wildly different results?
Word of mouth and NM are both the same and not the same. Same in the sense that people talk to each other about things in both. But there the similarity stops.
Many marketers (not just network marketers) have latched onto the phrase word of mouth because it has been the most effective means so far to market products.
Here's how it's defined in Wikpedia: http://en.wikipedia.org/wiki/Wordofmouth
"Word of mouth (WOM) is the passing of information by verbal means, especially recommendations, but also general information, in an informal, person-to-person manner, rather than by mass media, advertising, organized publication, or traditional marketing...
Word of mouth promotion is highly valued by marketers. It is felt that this form of communication has valuable source credibility. People are more inclined to believe word of mouth promotion than more formal forms of promotion because the communicator is unlikely to have an ulterior motive (ie.: they are not out to sell you something)...Also people tend to believe people that they know." (Emphasis added.)
In his eye-opening book "The Tipping Point ( http://www.bananamarketing.com/library.html ), Malcolm Gladwell discusses those people ("Connectors" and "Mavens") who start word of mouth discussions that create major marketing successes.
"What sets Mavens apart...is the fact that [they] want to help, for no other reason than because they like to help. That turns out to be an awfully effective way of getting someone's attention."
He then brings up Paul Revere...
"News of the British march did not come by fax, or by means of a group email. It wasn't broadcast on the nightly news, surrounded by commercials. It was carried by a man, a volunteer, riding on a cold night with no personal agenda other than a concern for the liberty of his peers..."
And last, he gives a restaurant example..
"And why are the Zagat restaurant guides so popular?..Their real power derives from the fact that the reviews are the report of volunteers - of diners who want to share their opinions with others. Somehow, that represents a more compelling recommendation that the opinion of an expert whose job it is to rate restuarants." (Emphasis added.)
The difference, it appears, is in the motivation. Love? Or money?
In network marketing, many people DO love their products; so for them, that part of the word of mouth works. But then, when they come to the money part - the part where the listener finds out the speaker is selling it or benefitting in some material way when the other buys - that's the moment the word of mouth spell is broken. The trust has gone. The relationship has been abused, ( http://kimklaverblogs.blogspot.com/2006/04/who-else-wants-to-abuse-their-friends.html\" ) according to tens of thousands of people.
Two suggestions for network marketers:
1. If in your soul, you feel this difference between marketing and word of mouth like I do, stop telling prospects that NM is like recommending a restaurant. And don't nag your people about going to their friends. It likely means they too, have discovered this difference first hand. Most people would rather keep their special relationships. It's not worth it to them to risk friendships by selling to their friends. (See Stella's story: http://www.bananamarketing.com/paperback.html in If My Product's So Great, How Come I Can't Sell It?)
2. Train your folks to ALWAYS tell up front that they are marketing the product they're talking about. FIRST thing, before the gushing starts. I don't know of anyone, anywhere, who wouldn't rather buy from someone who loves their product line, who uses it, and who wants to make a difference in the lives of others by spreading the word. We ALL buy stuff anyway, so that's not the problem. Just don't hide it. You have to reveal it at some point. So why not do it up front?
NEXT: Buzz marketing - Is it word of mouth (WOM)?
Related Articles
Should I Lead With The Business Or The Product?
By: Kim Klaver | 17/06/2006 | Affiliate Programs
That's a popular question. Some people insist you lead with the business (and they tell you to offer the product as a last resort only if the prospect says No to the business); others say they'd rather lead with the product.
Peddlers, Strawberries And Motives...
By: Kim Klaver | 23/06/2006 | Affiliate Programs
Most everyone earns a living doing something - working for an organization or peddling something. We are the peddlers. That is, all of us who have something remarkable (we hope) for others.
Do You Make This Mistake Recruiting Women?
By: Kim Klaver | 06/10/2006 | Affiliate Programs
Women tell me that the biggest reason they contemplate quitting is because they don't think they can say and do what they're being taught to – even when their upline is a woman. Here's a stark example of something like that.
Do People With Scripts Do Better?
By: Kim Klaver | 19/10/2006 | Affiliate Programs
Some people say use scripts when talking to prospects. Others say scripts make you sound stiff and well, scripted.
Some say get a good ice-breaker, and you're good to go.
How To Be Believed... When You're Selling It.
By: Kim Klaver | 17/06/2006 | Affiliate Programs
We all know that savvy people don't believe us (marketers) like they used to... That's very hard to accept when you are 1000% convinced you have the most remarkable product, that it's scientifically proven and, it's really helped you.
What To Say To, "Is This A Pyramid Scheme?"
By: Kim Klaver | 23/06/2006 | Affiliate Programs
On a call yesterday following the pyramid post, people wanted to know what to say if, they're presenting the business or product, someone pops the question, "Is this a pyramid?" Before you brainstorm over your winning comeback, how about a quick check t
Everyone Will Want This Product - It Sells Itself
By: Kim Klaver | 07/10/2006 | Affiliate Programs
Have you ever heard that line?
When you do, you'll know the speaker is either ignorant or fibbing. So you're being fooled, at best.
THERE IS NO PRODUCT FOR EVERYONE.
It's The Gory Story
By: Kim Klaver | 19/10/2006 | Affiliate Programs
Why does prospecting seem to be so hard in our business today?
A skeptical market place is one thing. And that's partly the result of marketers everywhere making promises and more promises that they don't keep.
Got a Question? Ask.
Ask the community a question about this article:
Frequently Asked Questions
Reasons to Shop through Shop to Earn
By: bwritr | 14-07-2008
What is the advantage of shopping through someone else's Shop to Earn web portal? For example, if someone who shops online anyway did not want to own a website or otherwise invest in Shop to Earn, what would motivate them to shop through my site rather than just shop as they do now?
Nobody can answer this question.
By: JGgotogirl | 11-07-2008
What is the market size in the United States for tactical flashlights? How many are sold each year? How many are sold to police, military, security personnel and other relevant protective services?
Where or how could i become a promoter of NYC in Japan and vise versa?
By: euro777 | 11-07-2008
Hello How would one become a promoter of New York City for Japanese people living in Japan. I live in New York, but my wife is Japanese. I also love Japan and love to travel there but i do live in New York. Working as a promoter would be ideal work for me( better than working in restaurant) Thank you all in advance urmas mollerson
PR or Marketing???What is more ...
By: arllyn | 10-07-2008
PR or Marketing???What is more creative????
Scm review
By: anil kumar | 10-07-2008
can rising petrol price can destroy the supply chain management concept
Phorm illegal interception also copyright of websites visited.
By: illegal | 03-07-2008
You have a child with their own computer, this child is not the ISP account holder a webwise page pops up this child spots the name webwise and associates this with the BBC program he uses at school so clicks to allow. This child has just been allowed to alter the T&C of the ISP account while under the age of being allowed to give informed consent, The ISP now is profiling a minor without parental consent, changed the customers T&C without his verifiaction. Would this fall into invaision of privacy since the person consenting was mislead by false advertising yes Phorm selected an alreadyb known and trusted name by children used by the BBC. 1. Would this be breaking the law? 2. Why does the account holder have to verify wioth password to login or even talk to the ISP about anything but a child can change the T&C without any way to verify it is the account holder? 3. Interception of the browser is illegal so how can Phorm suceed without breaking the law? 4.Websites you visit all have copyright you can visit but are not supposed to copy, proccess for material gain this phorm will do who wil pay the website owners for breaching their copyright? 5. Why will phorm not follow the robots.txt for its own instead of googles? 6. With such as google I can delete cookies and any tracking they are doing is stopped, with phorm it is on my connection so can never turn it off 100% have tot ake the word of one person who has no reputation since he has been hijaking browsers illegally for years would you trust this knowing that?
Q&A Powered by:
More from Kim Klaver
And The Leading Cause Of Stress Is...
By: Kim Klaver | 30/03/2007 | Marketing
"Reality is the leading cause of stress among those in touch with it." - Lily Tomlin
Compare two lists of ten ways to cut back on stress.
List #1. Top item: Find An Outlet - A hobby, like fishing
List #2. Top item: Be passionate - About how your work improves people's lives
Which...
The Great Players Of The World.
By: Kim Klaver | 30/03/2007 | Marketing
Doug Rushkoff ("Get Back in the Box") is not the only one who insists that the work one does can and should indeed be something YOU so enjoy that it feels like play - not something to be "compensated for" because it's so dreadful, and so non-motivating that you only...
More Women Giving Up Work Outside The Home
By: Kim Klaver | 29/03/2007 | Marketing
The New York Times reported that women are "stretched to the limit" raising a family and working outside the home, and that they are choosing to stay home more these days, after four decades of marching to work.
"Most of us thought we would work and have kids, at least that...
What Else Could Come Stuck To A Pop Bottle?
By: Kim Klaver | 29/03/2007 | Marketing
So, you're looking for innovative ways to introduce your product and not be just another one of the hundreds out there?
How can you stand out?
Here's a unique idea cooked up by a college student in Australia. She wanted to introduce a new little magazine, and wanted to bypass the usual...
For Love Or Money?
By: Kim Klaver | 29/03/2007 | Marketing
On a call the other night, one gal said she was changing companies because the one she was with wasn't paying enough for amassing customers, which is what she wants to do in her networking business.
She's one of those who likes to find a product she loves, and then get...
Did We Fall Out Of The Box?
By: Kim Klaver | 28/03/2007 | Marketing
In his delightful and thought provoking book, Get Back in the Box, Doug Rushkoff explains how so many American companies have become the faceless, soulless things we love to hate.
When there's no one running the show that loves doing the thing the company is supposed to do best, e.g. make...
How Would You Improve It?
By: Kim Klaver | 28/03/2007 | Marketing
You have ideas. Ideas about what can be done to improve Network Marketing.
For example, what do you think can be done to:
1. Improve its image.
2. Improve the results you are (not) getting.
3. Improve how they pay you.
4. Make it so it's more fun to do it.
5. Attract better people.
These are...
On Language Women Hate...
By: Kim Klaver | 09/03/2007 | Marketing
Even though the business of direct sales and network marketing is made up of 80% women, the language used in front of the room and on websites, in autoresponder emails and everything else from corporate and upline is basically male.
Business as the art of war.
Language such as "We're going to...
Internet 
