I've grown more willing to tell clients that they can't expect to generate positive word of mouth about their brand or product or issue if it, well, sucks. I mean, there will word of mouth (actually, there probably already is), but it will essentially be warnings to their friends, family members and co-workers to stay the hell away.
But there's more to it, says Seth Godin (in this post from way back in May).
Smart but simple; the kind of post that, if this was a slapstick comedy, would compel me to smack myself in the forehead — the universal signal for "duh."
People aren't going to talk about your product or service if . . .
- it's embarrassing,
- it's not cool,
- they're not sure if it's cool,
- it's SO cool, they don't actually want other people to know about it,
- too many people already know about it, or
- your values conflict with their own.
Crossposted on the agency blog.