A knowing-doing gap exists about how to make word of mouth happen. The knowledge of what gets customers talking exists. However, the know-how to apply that knowledge is missing.
Marketers today are confusing hindsight with foresight and leaving out the insight as they develop word of mouth activities. Businesses are too fixated on mimicking best practices from other companies to become their company’s next practice. In other words, they’ve fallen victim to check-the-box marketing. Must get on Pinterest. CHECK. Must use Facebook to engage with customers. CHECK. Must tweet fast and furious. CHECK.
Marketers are putting the WHAT before the WHY as they execute the HOW. They want to spark word of mouth with all their check-the-box marketing activities, but these conversations are not happening because of the missing ingredient—PASSION.
The Team from Brains on Fire, an excerpt from their interview at Church of the Customer