During a trip to Shanghai on a project I was working on, I went out for dinner with a group of expats to a restaurant intriguingly called People 7. The person who made our reservation was given a simple two-digit code: 64. When we arrived, all we saw was a stark concrete wall with an opening—no lights, no signage, just a dark staircase lit by candles leading to nine lights arranged in three rows of three.
One of our group reached out and pressed the 6th and 7th lights. A door opened to our right, but it revealed only a mirror. We had the code wrong. This time, he pressed the 6th and 4th lights. A door swung open to our left, revealing a buzzing, packed restaurant.
Remarkably, People 7 did no advertising—no signs, no social media, nothing. The only way people found this hidden gem was through word of mouth.
Please Don’t Tell
This Shanghai experience reminded me of a trip to Chicago, where I attended a conference and heard Dr. Jonah Berger, a Wharton School of Business researcher and author of Contagious: Why Things Catch On and Invisible Influence, speak about “social currency.”
Dr. Berger shared a fascinating story about a New York City hot dog stand with a quirky twist. The stand, marked by a large hot dog-shaped sign with the words “eat me” written in mustard, looks like a typical dive offering 17 varieties of hot dogs. But tucked in one corner is a vintage phone booth with a rotary phone.
If you pick up the phone, dial #2, and hold the receiver to your ear, a voice asks, “Do you have a reservation?” When you inevitably say no, you’re told it’s your lucky day, we have space, and the back of the phone booth swings open to reveal a hidden bar called Please Don’t Tell. No signs, no ads—just this secret entrance—and the bar is perpetually packed.
Jim Meehan, the creator of Please Don’t Tell, says, “The most powerful marketing is personal recommendation. Nothing is more viral or infectious than one of your friends going to a place and giving it their full recommendation.”
The Power of Word of Mouth
Dr. Berger’s research reveals that 40% of what people talk about is personal experiences or relationships. People love to share stories and opinions, and there’s solid science behind why these stories stick.
What’s clear is that word of mouth is one of the most effective marketing tools available. It’s authentic, engaging, and powerful.
So, what are your clients and customers saying about your business?
- Have you asked them why they choose to work with you?
- When was the last time you personally connected with a customer?
- Are you calling them, not just emailing, to strengthen relationships?
- Have you asked them for referrals?
The more you engage with your clients, the more likely they are to recommend you—and that’s marketing money can’t buy.
If you’re ready to leverage the power of word-of-mouth marketing to increase revenue and grow your business, let’s talk.
With over 40 years of C-level business experience and an MBA in organizational development, I am uniquely qualified to help you achieve success in your business. Call us if you want to eliminate the status quo and make significant improvements in your success.
garyfurr@garyfurrconsulting.com
503-312-3145
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