Jay Baer

Clues to How and Why Chatter Can Matter

People get and give advice by word-of-mouth, but how this kind of networking actually works is still a bit of a mystery. Jay Baer brings his marketing touch to the subject, offering clues to why chatter matters and how to trigger effective word-of-mouth marketing.

People get and give advice by word-of-mouth, but how this kind of networking actually works is still a bit of a mystery. Jay Baer brings his marketing touch to the subject, offering clues to why chatter matters and how to trigger effective word-of-mouth marketing.

It’s no secret we seek advice from friends, family and people we trust before purchasing products, making decisions and casting votes. Yet, how word-of-mouth actually works still remains a mystery to most marketers, decision-makers and political operatives.

Jay Baer has a new book that seeks to roll back the curtains on how people rely on word-of-mouth and how marketers can create consumers through “chatter that matters.”

Baer endeared himself to marketers with his earlier work called Youtility – the concept that marketing should focus on help, not hype. Baer contended providing useful information is the best route to attracting consumers.

In his new book, Talk Triggers, Baer and co-author Daniel Lemin attempt to provide the same level of illumination when it comes to word-of-mouth marketing. In a companion piece, Chatter Matters, Baer and Lemin analyze research data gathered by Audience Audit to assess word-of-mouth trends and preferences by different age groups and categories of purchasers. They also studied whether online or offline word-of-mouth has the most impact and the effectiveness of celebrity endorsers.

Word-of-mouth is, of course, the oldest form of recommendation and customer acquisition, and it may be more important than ever,” Baer and Lemin say. “When receiving a verbal recommendation from a friend or family member, 83% of Americans are more interested in purchasing the discussed product or service.” 

While word-of-mouth is a preferred form of advice for nearly everyone, men and women, as well as people of different ages, rely on it at varying degrees. Data in Chatter Matters indicates women rely on offline word-of-mouth from friends and family 22% more often than men. White Americans are more inclined to try a product recommended by a friend or family members than non-white Americans.

The report indicates we may give as much advice as we receive, noting “55% of Americans make product or service recommendations to other once per month.” More than 80% say they have offered recommendations.

Younger Americans are more inclined to share “overheard word-of-mouth,” according to the report. Gen Z are the most likely to share (48%) compared to Baby Boomers (38%).

Chatter Matters touches on the trust level of celebrity endorsements. Research found 25 percent of respondents don’t trust any celebrity endorsement. Of the celebrities mentioned in the survey, the highest-ranking person was Oprah Winfrey at 4%. Donald Trump weighed in at 2.8% and Warren Buffet at 2%. No one else broke the 2% threshold.

Personal recommendations appear to matter more than ones on social media. “Americans value word-of-mouth recommendations from friends and family 41% more than social media recommendations.” However, a failed relationship can sour the “trust quotient” – “66% of Americans trust an anonymous, online review more than a recommendation from an ex-boyfriend or ex-girlfriend.”

Friends with personal experience count for more than advertising when it comes to major purchases. For example, the report says, “When planning a wedding, word-of-mouth from friends is 331% more likely to be relied on than advertising.”

Choosing a restaurant is different. Overall, 50% of Americans rely on recommendations from friends and family when choosing a restaurant. However, Gen Z and Millennials are 99% more likely to rely on social and online reviews than are their Gen X and Boomer counterparts.

Word-of-mouth is much more dominant force than advertising in influencing how people vote, especially for Millennials. Baby Boomers pay more attention to news coverage to inform their voting.

Chatter Matters is what you might call the appetizer to the full meal in Talk Triggers, which offers advice and examples of how to use word-of-mouth marketing effectively.


Tips for Brand Journalists

Brand journalism is all about feeding your viewers content that interests or informs them, rather than writing a string of press releases about what you want to tell them.

For many PR and marketing professionals, especially those who never worked on a college student newspaper, brand journalism can be uncomfortable. Training to develop and deliver key messages must give way to reportorial instincts about story hooks, absorbing stories and visual storytelling. You don't push, you reel in. You don't hype, you engage.

For the journalistically challenged, here are some brand journalism tips: 

1. Think stories, not press releases

Reporters and their editors think in terms of stories. What's happening that is newsworthy? What would our readers or viewers like to know? Brand journalists should ask the same kinds of questions to determine what kind of content to post on a website or a blog. Understanding brand consumers and their expectations is critical to producing stories that will capture their interest and make them repeat clickers. Social media guru Jay Baer stresses the importance of "youtility" in brand journalism content. Tell stories that matter to your viewers.

2. Package your content for ease of access

Print, electronic and digital media package their content so it is easy for readers and viewers to find what they are looking for fast. ESPN divides its dense website into different sports. Newspapers have different sections, dividing national news from local news and business news from entertainment news. Television stations have different anchors for news, weather and sports. In addition to ease of access, packaging also is designed to expose as much content as possible. There is a reason why the sports page is usually deep inside the paper and the sports report is at the end of the news broadcast. Brand journalists need to employ similar packaging techniques to make their content accessible and expose as much of it as possible.

3. Behave like a photojournalist

Your website and blogs need what journalists call "good art." People like pictures and video. Reporters today, even for print and web-based publications, are asked to tote around cameras or camcorders. This harkens back to the days when reporters, especially those working for small daily and weekly newspapers, served in the role of photojournalists. They covered the stories and conducted the interviews while keeping an eye out for visual opportunities. My personal photojournalism gem was a picture in Portland Angeles showing a mile-long line of log trucks carrying single, huge logs cut down from an old-growth forest. The picture ran with no story. None was needed. As the hundreds of reader comments noted, it was a picture for the history books. Brand journalists need to look for pictures for the history books that tell stories and captivate viewers. 

Curating Your Own Content

Scrambling to create original content is challenging. You can ease the burden by curating your own content and repackaging and refining it in new, useful ways to your target audiences.Content creation can be a demanding chore. One way to cope with the challenge is to repackage your best content.

We recently combed through our blogs, which are dutifully freshened at least weekly, and were startled at the gems we discovered. We offered advice, shared case studies and provided insights as valuable today as when the blogs were originally written.

Instead of letting them gather digital dust, we've decided to resurrect, repackage and repurpose our best blogs into one or more e-books.

Think of it as curating your own content.

Giving Consumers Help, Not Hype

Wary consumers don't want hype. They want brands that help them solve problems and offer relevant, useful and profound experiences.For consumers, it's no longer enough to have brand identity or a clever ad campaign. Consumers are attracted to brands that solve problems, answer questions or provide useful service. Online marketing guru Jay Baer calls them brands with "youtility." 

Baer says marketing today is harder than ever before. "The challenges faced by major brands are substantial — and getting bigger," he writes in a guest blog for IBM. "Successful marketing has been more difficult, as consumers are adrift in a sea of invitation, with companies of every size, shape and description trying to reach them through an always expanding nexus of media, both traditional and newfangled." 

As a result, consumers are "weary and wary of message and mechanism."