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Andy’s Answers: What makes a great word-of-mouth topic

A great word-of-mouth topic is anything portable, repeatable and emotional. It’s not brand attributes or official messages. Because regular folks don’t repeat brand messages, it’s up to you to find the topics that people will talk about.

What to do:

  • Add remarkable features. Adding something special or unique to your product can be a great topic, such as the original pink and purple iMacs.
  • Look for existing conversations. If an existing conversation is already taking place about you, that means there’s already a topic. Jump in and help it spread.
  • Perform stunts. A great publicity stunt — even when executed on a tiny budget — will offer people an exciting topic to share with their friends.