Word of Mouth Marketing Part 2: Message Multipliers

In an information-overloaded world many of us increasingly turn to people we respect for information, advice and to help us make sense of the world.

We seek out these key influencers because they have particular skills, knowledge, experience or just wise way of looking at things. They often are at the centre of community, business, or social networks so if they support what you do, they can help you connect with people you might otherwise struggle to reach.

These ‘message multipliers’ are important whether you are in business, work in government or belong to a community group. Their value to you lies in the fact they can:

• Give their personal credibility to your information within their networks.
• Pass along your information in language their people understand.
• Help you frame your issue so it makes more sense for people they know.
• Allow you to include your information in their events, newsletters, websites etc.

You can identify key influencers among or through:

• Your best customers.
• Key professions associated with your cause.
• Business and community organisations.
• Local governments.
• Local media.
• Leaders of local school and parish committees, service clubs and sporting clubs.
• Teachers and academics associated with your issue.

Even in this digital age personal contact remains the best way to approach key influencers. Invariably they are busy people and time poor but will appreciate meeting face to face.

At your initial meeting (unless they are already committed customers) your only job is to show how what you do will benefit the people they know. After all their credibility depends on the value of information they pass along to others.

Convince key influencers to support your issue and you pass a critical milestone in generating successful word of mouth marketing.