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Article Title: What Is Buzzworthiness? How Do We Create A
Marketing Buzz?
Author: Jambhala Rinpo
Word Count: 891
Article URL: http://www.isnare.
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What pops into your mind when you hear the word buzzworthy or
even just buzz?
Well for starters, when I hear the word buzz on its own, I
think of bees swarming around a hive full of honey. If I think
a little further I get an image of a busy New York street, a
mall full of people, or even a festival/parade. These things
also bring me back to the image of the bees buzzing around a
hive of honey, the only difference is that they're people, and
the honey is something that attracts them there.
The honey in New York would be business opportunities, social
opportunities, and entertainment. In a busy mall, it's the
stores with the products and services they offer. A festival or
parade has festivities, extravagant performances, or
entertainment value. All these things are what we could call
buzzworthy, because they attract a crowd of buzzing bustling
people excited and active.
So now let's put these images in the frame of business and word
of mouth/buzz marketing. When we're trying to develop a viral
marketing campaign, we need something buzzworthy. So let's look
for some honey that'll get the bees swarming. Since we're
probably not selling honey to bees, we'll need to find
something that is sweet enough that will attract a swarm of
buzzing excited customers for a feeding frenzy.
This is where things could get challenging though. It would
seem that there are so many products and services out there,
with so many marketing campaigns, that the swarms have
scattered and become uninterested. They've headed for the honey
one too many times with the thought of how sweet it will be,
only to discover a bitter muck or molasses at best. This causes
them to become discouraged, untrusting, and wary of the next guy
who advertises honey.
Don't let this get you down, or stop you from releasing a
product. The fact that there are so many dud products out there
can be your opportunity to release a good one. According to the
contrast principle, those dud products can actually boost your
recognition just by your ability to be so much better than the
competition.
Now I can sense that some of you are probably thinking "How can
I be sure my product is better than the competition?
simple; just make a product that is buzzworthy, which means
making your product sweet enough to attract a swarm of buzzing
customers. How? Through excellence! People talk and get excited
about excellence, and that is buzzworthiness. Here's a breakdown
of how to be sure your product is excellent.
- Don't overhype your product and then underdeliver. You may
get a swarm on the initial product launch, but when those
buzzing bees find out that your honey is really molasses, the
buzz will be silenced, and you can say goodbye to your
customers, because they won't be coming back for more. Only
amateurs focus on the first sale.
- Give your customers a high return on their investment. This
means deliver what you promised, at a fair price, and then
overdeliver. Give them more than what they asked for. Add value
to your product where-ever value can be added. Stick behind your
product, give support for your product, guarantee your product
or their money back, and tack on some bonuses for buying your
product.
- Create a good Unique Selling Proposition (USP). Your USP is
an attention grabbing phrase that addresses a few of the
following: What you're selling, how much, key benefits, &/or
why buy from you. This is an important part of your product
creation process and is best if it's short, sweet, catchy, and
enticing. Pay attention to the word "unique" in there, because
you need to have a unique quality that makes you stand out from
the rest of the crowd. You also want to make sure that your USP
is believable. Most people know the old saying "If it sounds
too good to be true, it probably is", and if that pops into
their mind when they read your USP, then you're sunk.
Hype your product, and then overdeliver! Excellence is
buzzworthy, and if you go that extra mile for your customer,
and if you exceed their expectations, then they will be excited
about you and your product, and they will tell others about it.
Q) What is buzzworthiness?
A) Buzzworthiness is something that is buzzworthy.
Q) How do we judge what's buzzworthy?
A) If it's buzzworthy, then it will create a buzz.
Q) What defines a marketing buzz?
A) If customers are excited about a product, telling others
about it, and coming back for more with a swarm behind them in
a feeding frenzy.
So there you have it folks. I hope this gives you a better idea
of how viral/word of mouth/buzz marketing works, and how you can
create a buzz with your product/service. Just one more key to
note is that you should study the concept here, then innovate,
and improve upon it. Some of the biggest buzzes I'm sure are
still to come, and you might just be the one to start them
buzzing.
About The Author: Jambhala Rinpo Internet entrepreneur
focussing on Viral Marketing, Affiliate Management, and Joint
Venture Brokering. http://www.ViralMar
http://www.Affiliat
http://www.JointVen
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