This is Part 9 of our series: Building Buzz Through Word-of-Mouth Marketing
In this series, we’ll guide you through unlocking the power of word-of-mouth marketing for your local service business (inspired from the books Contagious by Jonah Berger and Talk Triggers by Jay Baer and Daniel Lemin).
In this post, we’ll be Putting It All Together: How to combine your unique Talk Trigger with the STEPPS principles (Social Currency, Triggers, Emotion, Public, Practical Value, and Stories) to create a powerful word-of-mouth strategy that gets people talking.
- Putting It All Together (Talk Trigger + Principle STEPPS)
Putting It All Together
I encourage businesses to start with their talk trigger. It’s the starting point that establishes the foundation for everything that follows. A well-thought-out talk trigger can spark word-of-mouth and generate organic buzz that spreads naturally.
Once you have your talk trigger in place, start small and test ideas. You don’t need to launch a massive campaign immediately—begin with one or two elements that resonate with your customers and see how they respond. This testing phase will help you refine your strategy and determine what works best for your business.
The long-term value of fostering genuine customer advocacy cannot be overstated. Building a loyal base of customers who love sharing your business with others creates sustained, organic growth that doesn’t rely solely on paid ads. When you turn your customers into advocates, your business becomes more than just a service—it becomes a part of their story.
By applying the six principles of Contagious to your business, you can brainstorm and develop ways that make your marketing efforts naturally shareable. Start by thinking about what makes your business special, how you can evoke emotions, provide practical value, or create a narrative that captures attention. With the right combination, your business will become the talk of the town—quite literally.
The 6 Contagious Principles (STEPPS) in Action
Consider the six principles (STEPPS) as key elements for creating content that spreads naturally. These principles help shape ideas that are more likely to capture attention and generate word-of-mouth buzz. Let’s break this down using an example of a home service company:
A Local Plumber
- Social Currency: The plumber offers a “Plumbing Emergency Survival Kit” for new customers—complete with a flashlight, basic tools, and emergency plumbing tips. This unique gift makes customers feel in-the-know and like they’re part of an exclusive club.
- Trigger: Every time there’s a local plumbing issue or a rainy season (when pipes are more likely to clog), the plumber’s branding is triggered in the customers’ minds because of the thoughtful emergency kit they received.
- Emotion: The plumber also shares a heartfelt story about how they saved a local family from a major plumbing disaster on their website and social media. This emotional connection strengthens the bond between the plumber and their customers.
- Practical Value: The plumber’s website includes helpful tips on how to maintain plumbing, prevent leaks, and save on water bills—information that customers can use every day.
- Public: Customers proudly display their Plumbing Emergency Survival Kit on their counters, making the plumber’s branding visible to others in their household and visitors, further enhancing the public visibility of the business.
- Story: The plumber’s story of saving that local family is shared on social media and in newsletters, with customers feeling compelled to share it with their own networks because it resonates with them.
These six principles—when combined—make the plumber’s services contagious and memorable, giving them ample opportunity to generate word-of-mouth, organically grow their customer base, and stand out in a crowded market.
Get Creative Bringing It All Together
You’ve explored the six principles of word-of-mouth marketing from Contagious: Why Things Catch On and brainstormed ideas for your talk trigger. Now it’s time to combine what you’ve learned into a cohesive strategy that resonates with your customers and keeps your business top of mind.
Take action now—work with your team or marketer to map out a plan. When you craft a strategy that blends your talk trigger with the 6 contagious principles, you’ll build a lasting impression that inspires conversations and fuels growth.
See our full series: Building Buzz Through Word-of-Mouth Marketing
Next Steps for Long-Term Success
Word-of-mouth marketing isn’t a one-and-done effort—it’s an ongoing process that evolves with your business. Here’s how to keep the momentum going:
- Track the effectiveness – Measure how word-of-mouth efforts are influencing business growth (e.g., more referrals, positive reviews).
- Refine based on feedback – Continually adjust your approach based on customer reactions and new opportunities.
- Promote and amplify – Use your word-of-mouth strategy consistently across all marketing channels.
By staying proactive and adaptable, you’ll ensure your word-of-mouth efforts remain effective and drive sustained growth for your business.
Do You Have a Word-of-Mouth Marketing Strategy That Works?
Building a word-of-mouth marketing strategy takes time, creativity, and consistency. If you’re feeling too busy, overwhelmed, or simply prefer to have an expert guide the process, contact me. I’m here to help, guiding you through the process of harnessing the power of word-of-mouth to grow your local service business.
Your customers can be your greatest marketing asset—let me show you how to tap into that potential. Contact me today, and let’s create a word-of-mouth strategy that grows your local service business while saving you time and effort.
