Word of Mouth Exclusively is A Recipe for Mediocrity Indefinitely

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Over the last 51 years I’ve slept some 18,615 times.

My experience has been pretty diverse too, as I’ve slept in the Soviet Union, China, Mexico, Italy, England, and Vietnam. I slept on trains, airplanes and boats. As well as on the floor, at the office, and in the woods. It could be said that with approximately 148,920 hours of sleep, under my blanket, I’m somewhat of an expert on the topic.

And in all of that time, and in all of the places where I’ve laid my head down, never have I given much thought to the pillow under it. Sure, some we’re better than others, but not in one instance did I get up in the morning and feel compelled to call a friend and tell them about my extraordinary pillow experience.

So, if the pillow manufacturer was exclusively counting on my referrals, it would prove to be a disappointing business model.

On the other hand, Michael J. Linden, founder of My Pillow, built a 300-million-dollar business, selling what is perhaps one of the least thought about products in the world. Primarily by forcing this sleep-utensil to the forefront of our minds. And, for all intents and purposes, he was probably the most unlikely person to have built that.

One of the rules in polite society is that you don’t bring up politics or religion at the dinner table, lest you offend someone with opposing beliefs. In business as well, it’s recommended that you keep your personal views to yourself and try to present your message in a neutral manner.

Michael however, instead of sporting a customary jacket and tie in his ubiquitous infomercials, wears a large silver cross prominently displayed over his dress shirt. In addition, he is an enthusiastic Trump supporter, telling anyone who will listen why this President is the best choice ever. And if that wasn’t polarizing enough, he began building this business, while addicted to crack cocaine.

Word of mouth exclusively is a recipe for mediocrity indefinitely:

●     Primarily because you’re operating at the fiercest level of competition. Where everyone else in your industry is fighting over the same small percentage of the population who are already believers. These people understand your unique approach, and they understand how effective and helpful it is. They also know what to google when searching. So now they just need a provider in proximity, who they think can help them, and can do it at a price they are willing to pay.

●     Word of mouth is also sporadic and unpredictable. Usually resulting in a feast or famine roller coaster. Relying on this tactic alone, most entrepreneurs will keep their head just above water, never gaining the momentum necessary to achieve the results they envisioned when starting their business.

●     The only word of mouth that spreads virally is the negative kind. Much like a weed it requires very little help. The positive word of mouth that we’re looking for, must be cultivated, woo’ d and courted like a shy maiden.

●     Most entrepreneurs, who use word of mouth exclusively, will tend to be less selective in who they accept as a customer. Willing to take on anyone who knocks on their door because of practical pressures. Which in turn frustrates the therapeutic outcome, and dilutes their statistics, confidence, and reputation.

●     Also, since like attracts like, on the off chance that a difficult and frugal client makes a referral, it will be of someone even more frugal and difficult.

●     You are giving up all your personal power, and control, and placing it on the lips of people who are very busy living their own lives.

●     Additionally, word of mouth alone won’t generate enough force to tear the gravitational pull, and propel a business to prominence, and the founder towards prosperity and freedom. It will just kind of coast down the runway indefinitely. And eventually, this brave entrepreneur, will come to the inaccurate conclusion that she was simply not meant to fly. 

●     After a few years, this can become demoralizing, exhausting, and result in a downward spiral and inevitable burnout.

Please don’t misunderstand, I think that word of mouth is an important part of growing any business. And will naturally bubble up, from our willingness to serve our clients to the best of our ability, and from the bottom of our heart. But what is preventing us from serving the larger population and providing value to them in a similar fashion.

Won’t that as well generate world of mouth?

There is also the placebo factor that comes into play when an expert achieves celebrity status, by educating the public, on a large scale. So, by the time a patient shows up in the waiting room they know who you are, what you do, how you work, and are primed and ready to get better.

Looking at his reviews, I know Michael gets a tun of referrals, sent to him by happy customers who have already purchased his product and swear by it. But those amazing clients, came from his ongoing effort, of putting his well-thought-out message consistently in front of millions and millions of people.

He turns a lot of dirt, sort of speak, to find a few gems.

In fact, he spends 100 million dollars per year (30% of his gross revenue) on bringing his evangelical message to the masses. And you’d think, to enjoy that level of success, his product would have to be the best quality or the best priced. It did not even make it into the top five best pillows in the Bestreviews report and is about 40% more expensive than many of those options.

The mistake most entrepreneurs make is thinking that the quality of their product, service, or infrastructure alone, is enough to bring the masses to their door.

Marketing, why none of it works, and how all of it does.

Most people who say they’ve tried marketing, and were disappointed with the results, left something out of the recipe, used a wrong ingredient, or did not stick with it for the full term. A onetime ad in a local newspaper is not enough. A sporadic mailing or lecture, a social media post or being a guest on a local news program even, won’t do it.

But when you combine all these approaches, and consistently bring your unique message to the public in a passionate, almost evangelical manner, you will begin to get attention, and create converts. People who go from being the grumpy and skeptical ‘Walter” (Jeff Dunham’s ventriloquist dummy) to an enthusiastic Amway recruit, as spreading your message becomes their personal mission.

Alex Lubarsky is the founder of the Health Media Group, Inc. a company that produces the Science of Human Optimization Conference and the Physician, Inc. Mastermind, he is the author of The Art of Selling The Art of Healing: How the Rebels of Today are Creating the Healthcare of Tomorrow and Why Your Life Depends on it. In his weekly RADIO program, he interviews some of the more innovative physicians, authors and celebrities from around the nation.