How word of mouth works: Why most companies are not recommended

You have to be recommended to be recommended. Because the recommender stands with his good name for something. And nobody wants to be embarrassed. But with many companies, you would not know what you could recommend there.

Recommendations separate the good from the bad

Referrals are the most valuable gift a vendor can give customers can get. However, these are only pronounced when one is absolutely sure of one's cause for sure is. Because with everyone Suggestions your own good reputation is always at stake.

Even merely satisfactory is never recommended, for this represents average and mediocrity. Only what is outstanding is recommended unique, surprising or sensational. Such superlatives provide the all-important narrative that triggers word of mouth and leads to recommendations.

Perfection and sympathy are needed

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Recommendations are experienced perfection - and always with us emotions tied together. Because only those who are completely convinced of your cause and You will be very enthusiastic. So it is so, trustworthy and sympathisch zu act.

Head and The hearts of your advocates must be won before the referral business can really take off. Even the best product is useless if ultimately there is a lack of affection. We like Peoplewho like us. And we only recommend the ones we like.

In a group, it's best to use it

In summary, a simple formula shows the way:

• Know + find great + like to like = recommend

For humans as “community animals”, group membership and the herd instinct are also of great importance Significance. Therefore, your own environment plays an important role when sharing recommendations. The formula can be expanded as follows:

• To know is: I know it, and my network knows it.
• Finding a class means: Me and my network find it great.
• Gladly means: I and my network like it.

In addition, it is not only important to understand the motives of the recommender and recipient. It will also Background needed about how communities and groups function. Because recommendations usually take place within a group.

Recommendations are also social putty

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We humans are socially connected individuals. Isolation is one of our worst fears. Going it alone far away from a group was once often paid for with your life. This is how evolution explains psychological phenomena such as group pressures, swarm intelligence, mass movements and conform cohortBehavior.

And that explains the meteoric one Ascent of the social networks, i.e. Facebook, Twitter, YouTube, and Co. Well-done referral marketing will therefore not only provide shareable material, but also offer customers and interested parties the opportunity to exchange ideas with one another.

For interpersonal relationships dye and direct very strongly what we think is good or bad. Many things seem to us desirable only because others have it. Social contagion is said.

Recommendations include the risk of infection

We are wired to resonate with those around us. The more than 200 million Spiegelneurons in our Brain are responsible for it. This leads to emotional harmony, to spontaneous imitation, to stepping in step and even to copying style and habit.

What many think, believe and do can't be that wrong. That's why recommended ideas go viral fast. And where hyped products are sold, long queues form.

So when you declare or highlight your top sellers as “our most popular product” and “best seller”, what most of your customers are for decide, that makes the tills ring. This effect is also called “social proof”.

The opinion of third parties affects Likes and Dislikes

The Opinions of those who are important to us, even the best first impression can quickly falter: Because decisions are very vulnerable. What other people have to say about a new achievement can really put you in a bad mood.

Suddenly, you just do not like the just-bought estate. On the other hand, an encouraging encouragement can cast our last doubt into the air. This is why it is also important to vote positively on the opinion of those who are in the vicinity of an interested party.

Also when recommending: similarities attract

On the web you often find hundreds that have already tested the product you want to buy. On whose advice do you attach particular importance? The first priority is the peers, the peers around us. With those at the same level of social hierarchy, our brain is the most concerned.

"Like and like flock together," says the knowing vernacular. Of similarities feel we are magically attracted to each other, because similarity gives us security. Similarity confirms us in our own values. Similarity creates sympathy and also creates trust.

Similarities should therefore be emphasized in recommendation marketing. It is interesting that we believe our peers on the web even when they call themselves “Tiger93” or “Schatzi26” - and let anonymous avatars do the talking.

Influencers are particularly valuable in referral marketing

At the same time, we are also very happy to listen to what influencers and opinionleaders, i.e. opinion leaders say – and very quickly share the same opinion. Their judgment influences the consumer behavior of entire groups.

Very few of us are pioneers, most are imitators. So it happens that people orientate themselves towards those who are "up" and in charge - often even when theirs Performance disproportionate to the noise they make.

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