This is Part 2 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 focus on Social Currency for better word-of-mouth marketing: How making your service remarkable can inspire your customers to talk about it and share their experiences.
- Social Currency: What sets your service apart?
Social Currency
Social currency is all about creating something worth sharing. It’s not just about delivering a good service—it’s about making your customers feel like they’re part of something special. When your business does something unique or surprising, it provides customers with the opportunity to share with others. This in turn brings visibility to your brand and generates word-of-mouth marketing.
A Few Examples of Social Currency:
- Charitable Contributions or Causes
- Exclusive Deals or Offers
- Uncommon Expertise
- Memorable Experiences
- Unique or Unusual Services
Charitable Contributions or Causes (social currency)
Highlighting your business’s commitment to giving back can create social currency by giving customers a meaningful reason to talk about your business. Whether you donate a portion of sales to charity or support local causes, customers will feel proud to be part of something that positively impacts others.
Example – Roofing for a Charitable Cause:
A roofing company might have a “Roofing for a Cure” campaign, where a portion of every roofing job goes toward cancer research. This gives customers a meaningful reason to talk about the business. They’re not just getting their roof fixed; they’re contributing to something bigger. It makes them feel proud to share that they’re supporting a cause that matters.
Imagine adding a mention of Roofing for a Cure initiative at both the beginning and end of your roofing video, right after showcasing the transformation:
- Beginning of the video: Before diving into the roofing work, introduce your company and the purpose behind Roofing for a Cure. For example:
At [Your Roofing Company], we’re not just replacing roofs—we’re supporting a brighter future for cancer survivors. For every project we complete, a portion of the profits goes directly to cancer research. Together, we’re creating meaningful change—thank you.” - End of the video: After showcasing the completed project, tie it back to the cause again: “Your new roof does more than protect your home—it supports cancer research with Roofing for a Cure. We’re grateful for your business, and together, we’re making a lasting impact.”
This kind of messaging adds social currency because customers will feel proud to be part of the cause and will be eager to share that they supported something meaningful. Whether they post the video on social media or mention it to friends and family, they’ll be sharing more than just the transformation of their home—they’ll be sharing their contribution to a larger movement.
Charitable Cause – Why It Works
Emotional Connection: Beyond just the tangible work you’re doing, Roofing for a Cure invokes a deep emotional connection. When customers are given the opportunity to be part of a cause like this, it makes them feel good about their purchase. It’s not just a roof; it’s an investment in something that impacts lives beyond the customer’s own. This emotional connection is powerful and fuels word-of-mouth marketing, especially when customers feel emotionally invested in your mission.
Charitable Cause – The Takeaway
When you create something special that stands out, customers become ambassadors for your brand. They’re not just using your service—they’re proud of it and want to share it with their network.
Exclusive Deals or Offers (social currency)
Exclusive deals and offers are more than just discounts—they’re opportunities to make customers feel special. When people have access to something that feels unique or limited, it taps into their desire to be part of an exclusive group. Whether it’s a limited-time promotion, a special package, or an early-bird offer, these deals create a sense of urgency and excitement. It’s not just about saving money—it’s about getting something they feel they can brag about because it’s available to only a select few.
For example, many businesses offer discounts to new customers, but fail to reward long-time customers. This lack of appreciation for loyal customers can make them feel like their business isn’t valued, pushing them to comparison shop. Think about how often people switch phone service providers or look for better deals on home heating gas—businesses that don’t create a sense of loyalty risk losing customers to competitors who offer special rewards for staying.
Imagine your business offers an exclusive loyalty program for returning customers, providing special perks such as early access to new services, personalized discounts, or bonus gifts. This makes customers feel appreciated for their ongoing support and encourages them to spread the word about your brand.
Imagine your company offers an exclusive seasonal promotion for a limited number of customers. Only the first 10 clients who book get a substantial discount, or perhaps a bonus service. This offer feels exclusive, creating a buzz and sparking excitement. Customers who take advantage of it are likely to share their win with friends and family, saying things like, “I got in on a special deal—only a few people were able to snag it!”
Exclusive Deals – Why It Works
- Scarcity drives demand. When people think something is rare or limited, it’s even more enticing. They feel special for being among the few who get access.
- Exclusivity builds loyalty. Customers who benefit from exclusive offers feel like they’re getting extra value, and they’re more likely to share this sense of privilege with others.
- The shareability factor. When people get a deal that feels unique, they want to tell others. The sense of being part of an elite group makes them feel proud and eager to spread the word.
- Long-term loyalty reduces comparison shopping. Offering perks for long-time customers helps prevent them from feeling the need to shop around. It strengthens their connection to your brand, reducing the likelihood of them jumping to a competitor.
Exclusive Deals – The Takeaway
Exclusive offers don’t just drive sales—they create a buzz around your brand. When customers feel they’ve received something unique, they’ll want to share it. Whether it’s a limited-time discount, a special package, or a VIP experience, giving customers a reason to brag about your business can fuel word-of-mouth marketing and bring more attention to what you offer. Plus, rewarding loyal customers creates long-term relationships and prevents the need for them to comparison shop.
Uncommon Expertise (social currency)
Having uncommon expertise means being known for something unique—whether it’s your exceptional skills, your transparency, or your innovative approach to solving problems. But there’s a key point here: the expertise must extend beyond just the unique element of your business. If people are talking about you for one thing—like a cause or a stand-out service—the core of your business still needs to be rock-solid. Without unmatched service quality, the uniqueness won’t carry as much weight, and customers won’t feel the urge to share their experiences.
Take the previously mentioned example of Jay Sofer, owner of Lockbusters. His business went viral when he began donating all his tip money to a local animal shelter, gaining widespread attention. But the reason people continued to rave about him wasn’t just the charity—it was the exceptional locksmith service that came with it. If Jay’s service had been subpar, customers might have appreciated the cause, but they wouldn’t have felt compelled to recommend him.
If you’re offering something unique—whether it’s an exceptional pricing model, a quirky marketing campaign, or a philanthropic initiative—you also need to ensure that your service delivers. People won’t talk about your business if they don’t have a positive experience with the core service.
Uncommon Expertise – Why It Works
- Exceptional service builds trust, and when customers feel they’ve received something valuable (whether through great service or a unique experience), they’re more likely to talk about it.
- Word-of-mouth marketing is about consistency. When people share their stories, they’ll rave about the service, and if it’s exceptional, their recommendation becomes more powerful.
- Cause-based differentiation only works if customers are happy with the service they receive. Jay’s success shows that being extraordinary at your craft (whether it’s locksmithing, plumbing, roofing, or any other trade) is essential to building lasting word-of-mouth.
Uncommon Expertise – The Takeaway
Having something unique, like Lockbusters’ charitable donations, can grab attention. But to turn that attention into long-term referrals, your service must back it up. Ensure your expertise is top-notch, so your business earns not only interest but trust. When both the unique element and the service quality are extraordinary, you’ll have a business people are excited to share.
Memorable Experiences (social currency)
Memorable experiences are powerful because they create unexpected moments of joy that customers can’t help but talk about. These experiences go beyond just good service; they’re about providing something that surprises and delights in a way that feels personal and unique. When you offer something that stands out, customers leave with a sense of excitement, and that feeling naturally leads to word-of-mouth marketing.
Take Skip’s Kitchen (from the Talk Trigger section) as a prime example. At Skip’s Kitchen, customers have the chance to pick a joker card, which can win them their meal for free. It’s not just a gimmick—it’s a delightful twist that makes the dining experience more exciting. The customers who win walk away thrilled, and the story of how they got their free meal becomes something they can’t wait to share with their friends and family.
This creates social currency because people love to share unexpected rewards and experiences. It’s an element that gives customers something extraordinary to talk about, turning a simple meal into a memorable moment that sparks conversation.
Memorable Experiences – Why It Works
- Surprise and delight create positive emotions that are contagious. People share what excites them, especially when it’s something that feels like an inside story or exclusive experience.
- The element of chance in the experience (like winning something unexpectedly) gives customers a story they want to share. It’s not just a good meal—they’ll share how they walked away with a free meal, adding layers to their positive experience.
- Memorable experiences are viral. When customers feel like they’ve had something special, they’ll spread the word on social media, to their friends, and through word-of-mouth, amplifying the business’s reach.
Memorable Experiences – The Takeaway
Creating memorable experiences that surprise and delight customers will help your business gain social currency. When customers leave with a story that’s worth sharing—whether it’s a free meal, an unexpected upgrade, or a fun twist—they’ll spread the word, turning one-time clients into repeat ambassadors for your brand.
Unique or Unusual Services (social currency)
Offering a truly unique or unusual service sets you apart from the competition and makes it easier for customers to share their experiences. Unique services go beyond the standard offerings and create an element of surprise, convenience, or customization that customers can’t help but talk about. However, just like with uncommon expertise, your business must still deliver exceptional quality. The uniqueness will get attention, but without great service, it won’t be enough to inspire word-of-mouth marketing.
Example – Unique HVAC Service:
“Comfort Customization” Service (HVAC Company): – A personalized HVAC consultation where a technician evaluates not only the heating/cooling needs but also customizes settings for each room in the house based on the homeowner’s preferences (e.g., temperature, air quality, and humidity levels). The service could also include the installation of smart systems that learn the homeowner’s preferences over time.
Customers are eager to share how their home is transformed into the ideal comfort zone with optimized energy efficiency, and the uniqueness of the service makes for great conversation.
Example – Unique Landscape Service:
“Seasonal Bloom Boost” Service (Landscaping Company): A service where the landscaping company updates the planters on either side of the homeowner’s front door every season with fresh, seasonal flowers and plants. This service can be customized based on the homeowner’s style preferences and seasonal color themes.
Homeowners will love sharing the beauty of their freshly updated planters on social media, showcasing their home’s welcoming appearance. They can highlight the ease of the service and how it keeps their entryway looking vibrant and fresh throughout the year, making them the envy of their neighbors. AND it’s content for your own social media accounts.
Unique Services – Why It Works
Uniqueness makes your business memorable. When a customer experiences something different, they’re likely to talk about it and share it with others—especially if it’s something that solves a problem or enhances their lives in a way they haven’t experienced before.
The social currency element comes from the fact that your customers feel they are part of something exclusive. They’re getting access to a service that’s not available to everyone, and that makes them excited to share.
A unique service also adds a layer of personal connection. Customers can feel proud to talk about the special treatment or customization they received, and that’s something they’ll want to spread the word about.
Unique Services – The Takeaway
Offering something unique—whether it’s a customized service, an innovative product, or a service with an unusual twist—gives customers a reason to talk about your business. When you combine uniqueness with excellent service, you create a memorable experience that your customers will feel compelled to share, turning them into vocal ambassadors for your brand.
Get Creative with Your Social Currency
Now that you understand the power of unique services and their ability to spark word-of-mouth, it’s time to brainstorm your own social currency. Think about what makes your business stand out. Is it a quirky service, an unexpected benefit, or a special way you give back to the community? Whatever it is, make sure it’s something your customers will want to share with their network.
Take a moment to ask yourself: What do you offer that’s so remarkable that your customers will feel proud to talk about it? Whether it’s a special promotion, an innovative service, or a cause that resonates with your audience, find a way to make your business the topic of conversation. When you create something that adds value and is worth sharing, you’ll see the impact on your reputation and referral business.
See Part 3 of our series on Building Buzz Through Word-of-Mouth Marketing
In that post, Triggers for Better Word-of-Mouth Marketing, we’ll focus on how to keep your service top of mind by connecting it to everyday moments that prompt customers to talk about it.
