OK, this article serves dual purposes. I originally intended to write about why marketing your business with article submissions to online databases such as ezinearticles.com are crucial to generating buzz about your biz.

Was going to tell you about the fact that I’ve only submitted four articles since June. The combination of all four have been viewed 401 times. The real crowd pleaser seems to be my first submission, “Build a Better Life by Learning to Love Language — The Ultimate Power Tool of Communication”. (Shameless self-promotion, thank you Suzanne Falter-Barnes at getknownnow.com).

I was going to share with you that only two days after submitting that first article I was contacted by JT Chandler letting me know that he had picked up my articles and was featuring me as an expert author on his website jtchandler.com (about all things personal development and Laws of Attraction). Was gonna wax poetic about how JT and I have developed an online friendship and he keeps me in the loop of any new possible blogging opportunities, new potential business contacts and anything else he thinks might be beneficial to my business. Dare I say he’s a Kam-bassador?

This article was also going to share how just this week I was contacted by another coaching/speaker/author type proposing that I collaborate with he and a few others on an anthology they are publishing about the keys to happiness and success. And how he found my articles on the site and then linked to my website from my bio box at the end of the article.

Thought about linking over to the ezinearticles.com website so you could see for yourself how advantageous it is to write about what you know, submit it to the database and let the universe work it’s magic. Meaning if you really are an expert in your field, people WILL find your articles and they WILL use them on their websites, on their blogs, in their e-zines and in their newsletters. You WILL begin getting sited across the blogosphere and beyond as a “go to” person for your business/product/service.

So I was gonna say, get busy writing. Get your fingers tapping on those keys and churn out a few simple, but sassy articles on what it is that YOU’RE an expert at. Knit mittens for kitties? Cool. Write about that. Sell the latest and greatest widget or wadget? Awesome! Are you the next big techno-savvy small business consultant that the rest of us just can’t live without?

Right on! Then sit your happy ass down, put your creative hat on, and start hunting and pecking. Because this method of WOM really works. The features and author tracking tools are awesome. The author spotlight on the homepage is an added bonus for you. Search by article, author or keyword. Chris Knight, (master of the ezinearticles.com domain) blogs about the many ways to utilize his site. He’s like your own personal instructor on how to maximize your articles, viral and WOM marketing.

But then I came across this post and it seemed relevant to our SBB blog, so I thought I’d share it as well. (Stick with me. We’re almost there.)

I stumbled upon Thomas Murrell, an international business speaker, consultant and award-winning broadcaster and publisher of Media Motivators. His article, “Why The World Loved The Steve Irwin Personal Brand”, is loaded with juicy back to basics branding tips. Who didn’t love the infectious Aussie and his charming, witty animal antics? Check this out –

3) Authenticity
Irwin was the real deal. While Australia’s highest grossing movie ‘Crocodile Dundee’ was pure drama, Irwin was real and provided dramatic reality.

4) Drive, Passion, Energy, Enthusiasm
In an interview published in the book Guinness World Records 2006 Irwin was asked, “How would somebody follow in your footsteps?” Here’s his answer:

“If you want to become a zoologist you’ve got to do all the tertiary education, but don’t lose your passion or enthusiasm despite the hard work or homework you have to do. Just follow through. Passion and enthusiasm will get you everywhere you want to go in the world.”

Irwin was living proof of this principle.

He could answer with laser-like precision the question: “Who are you and what do you do well that other people will respect you and reward you for?”

6) Memorable and Distinctive Point of Difference
There are hundreds of TV wildlife presenters. Irwin was different. He was very clever in selecting or inventing a distinct combination of factors that became a unique point of difference to competitors.

The three elements were:
Wardrobe: khaki shorts and shirt
Language: crikey, down to earth, simple
Danger & Drama he actually handled live animals

Consistency
Irwin understood the fact that it is more important to be clear and consistent than original. Symbolism is very powerful. So even when scuba diving he wore that khaki uniform. It was wacky but it worked.

So there you have it! A long winded way to share what I’ve found to work in the world of WOM. Think, “If you write it and post it, they will come”. You also need to know a little bit about what you’re talking about, have a flair for writing, and a professional photo for your bio isn’t a bad idea either.

Go ahead, put yourself out there! The world is waiting for your wisdom about widgets. Take a lesson from the zany Aussie, be YOU and the brand will evolve into the empire you’ve always imagined.

NOTE** I am in no way affiliated with ezinearticles.com, just sharing a resource that has worked for me. I can’t be held personally responsible if no one reads your stuff!!

Get busy branding,
Kammie K.

Thought I’d share some resources I find valuable. If you are not already aware of WOMMA, Word of Mouth Marketing Association, you should be. Here’s the deal…working in a small business bubble, we need all the WOM we can get, and we need it to spread like wildfire.

WOMMA hosts conferences, sends out e-zines, blogs, podcasts and more. I’ve gained plenty of juicy nuggets just from subscribing to “Word of Mouth Basic Training” – Learn to Master Word of Mouth, Viral, Buzz, and Blog Marketing newsletter (plus it’s FREE).

This week WOMMA contributor Greg Clemson, shares these tips on “Joining the Conversation”…
5 Tips from Informative’s Greg Clemenson

“A brand is defined not by what we tell the customer but by what customers tell each other,” says Greg Clemenson, CTO of Informative. “But that doesn’t mean brands are helplessly adrift, unable to control or even influence the currents of consumer empowerment.”

Greg shares these tips on joining and staying involved in the consumer conversation:

Tip #1. Have a valid place in the conversation
Consumers talk about brands every day. While it may not be the first place they look, eventually consumers visit a brand or manufacturer’s web site to find information about a product. Be sure to offer information that answers questions.

Tip #2. Use your voice and have an opinion
Think about “voice.” How does your voice tie in with your conventional advertising? What are you doing and saying on the website? Are you reflecting your brand’s personality across your entire communications strategy? Listen to what people are saying about you, and have an opinion.

Tip #3. Be relevant
Understand what’s important to consumers as they talk about your product. Then be relevant when responding to their needs.
For example, one of Informative’s customers, Royal Mail, is rolling out an electronically available stamp aimed at small businesses. Initially, they thought that businesses would choose it as a faster, more convenient way of getting postage. But the most important aspect of the product to real people turned out to be the fact that it made them look professional. That changed Royal Mail’s whole marketing message.

Tip #4. Be responsible
You can have all kinds of modes of communication with people, but they’ll only appreciate it if you’re up front about who you are. Be responsible about your identity.

Tip #5. Remember that it’s a social phenomenon
Companies that feel they have to isolate participants in market research to keep them from talking with each other (“unaided awareness”) are forgetting that WOM is a social phenomenon. Always keep in mind that when people make a decision about something, it very seldom happens in isolation.

I’m a big fan of WOM. As my own business is starting to take off, I’ve noticed that viral, buzz, and WOM are the biggest contributors.

I also happened across “How Do People Find You” – at Get Known Now. Suzanne Falter Barnes is a top-notch creativity coach who uses WOM to increase her traffic flow as well. Numbers 2, 3, & 4 on the list of how people find you are WOM related.

Curious how to get WOM started for your business? Check out this handy little checklist at CMO magazine:
How To Build A Word-Of-Mouth Marketing Campaign
Michèle Bouquet, Jim Nail with Fiona McDonnell and Jaap Favier, share tips on how to create a WOM campaign. These folks get to the nuts and bolts of what the heck WOM is all about.

“The buzz itself is the objective of WOM marketing — to have as many consumers talk about a brand or a product to as many friends and acquaintances as possible. Marketers can create buzz by choosing the right:

Targets: evangelists or influencers
Channels: viral or traditional
Content: anything consumers want to share

“With WOM, consumers become an extension of the marketing department by helping spread the word and create buzz. While some of the tactics are different, marketers who wish to “recruit” consumers need to address the same four planning questions as in any marketing effort.”

Who do I target?
How do I get the word out?
What’s the message?
How do I measure the effect?

Are you ready to dig deep and ask yourself the tough questions? Are you ready for the WOM to take over and get the customers/clients/fans of your products or services to your door? When we focus on the foundation of our message, who we are targeting, how we are getting the word out, and how can we measure these results realistically – we begin to align ourselves with why the heck we’re in business in the first place.

Walking through these questions has pushed me to take a long hard look at whom I really do want to target. To ask what is my message? And to get crystal clear about my “voice” (see Tip #2) and what it is I’m really trying to say.

If you haven’t taken a focused look at your branding, or perhaps it’s been a while, DO! Ask your clients/customers/fans for feedback and see if the message you think you’re sending out is the same message everyone is hearing.

What kind of WOM is buzzing about your company/service/you? Is it inline with your true vision and mission or is it just petty water cooler gossip?

WOM Rules!
Kammie K.