Lesson 1 of 7
Word of mouth: what research knows about influence
Why people trust people, and how to get recommended
The idea
You probably chose your hairdresser, your dentist or your last restaurant because someone you know mentioned it. That's word of mouth. People trust people far more than they trust ads.
Big creators
- Huge reach, a broad audience
- Expensive, and often out of reach
- Good for being known
Small creators
- A close audience that trusts them
- Affordable, often happy to work together
- Good for sales in a niche
Who sees it first
Step 1
The client
Posts the work with you, the same week
Step 2
Their friends
See it from someone they know
Step 3
People you work with
Planners, agencies, partners pass it on
Step 4
Their clients
Your next customers, already warm
Three habits that spread the word
Post together
A shared post with the client after each job
Give them something to tell
A detail people want to repeat
Ask at the right moment
When the client is happiest: delivery day
Sort it
1 of 6
Will it spread?
“A post made together with the client, on their account and yours”
Today, with AI
AI-made posts flood every feed, so a recommendation from a real person counts for more than before.
Creators now sell through their own posts, and small ones are easy to find and to reach.
What AI does well
Finding the people who already reach your customers, and drafting a first note or comment in your voice.
Where it goes wrong
It can't make anyone trust you. A recommendation only works when it's real.
What stays yours
The relationships, the thank-yous, and work good enough to talk about.
Check yourself
Do it in the studio
- 01
Open Get customers → Partners and press Find partners: the people around your clients who could send work your way.
30 credits - 02
Or list ten people your best clients already trust: planners, agencies, suppliers, creators.
free - 03
On Warm them up, press Find posts to compliment now: short, specific comments on their fresh posts.
15 credits a network - 04
After your next job, post it together with the client within 48 hours.
free
Done when Ten people who reach your customers are on a list, and your next job is posted together with the client.
Go deeper
University courses on the same topic, if you want to go further.
Wharton
Contagious: How Things Catch On (MKTG 7680)Why products and ideas spread, from word of mouth to social media
Kellogg
Influencer Marketing (MKTG-939-5)Planning work with influencers, and measuring what it's worth