How Effective is Your “Word of Mouth” Advertising?

Word of Mouth Advertising - Definition: An unpaid form of promotion in which satisfied customers tell other people how much they like a business, product or service.

The last thing you would expect is for a Direct Mail advertising company to be talking about “word of mouth” advertising, right? After all, it does say “unpaid” form of promotion. Truth is, we want your church to grow and advance the Kingdom, and we want you to use every possible tool at your disposal to do so. What church wouldn’t want to leverage some of their own resources and get some free marketing?

The reason “word of mouth” advertising is so powerful, is that, in most instances, the person talking about you, and recommending your church, has nothing to gain in the transaction. Unlike other forms of media, where the referring source has been compensated in some manner.

In a Neilson survey when people were asked the question “Who do you trust?”, the number one answer was – recommendations from consumers.

So, if we are in agreement that WOM is the most powerful and effective form of advertising in the industry, how do you as a church go about getting the most out of it?

Below are the top 8 ways to get the most out of your WOM:

1. Give people something positive to say: This may sound simple, but it is so true. WOM advertising works both ways, positive and negative. People will talk about you: you as a pastor, your preaching, your members, your church building, etc. Make sure they have something good to say about you.

2. Be the church “that”: Separate yourself from other churches in the community by being special in some way.  Find that one thing that makes you different in a good manner, and use it to promote yourself. You don’t want to just be the church over at Teal and Main Street in Frisco. You want to be the church in Frisco “that” has the IMAX sound system, or the church “that” has 10 people greet you when you come in, or the church “that” gives out $100 bills. (Maybe not “that” church).

3. Make it easy for your members to invite others: You need to equip your members to invite others. Give them resources and tools and make it easy for them.

• Print up invite cards and ask them to keep one in their purse or wallet, to give out to the waiter or waitress next time they go out to eat.
• Create an E-vite program from your website where they can just click a button and email someone an electronic invitation made by your church.
• Take the over-print postcards from your next direct mail program, place a first class stamp on them, then give two of them to each member and ask them to address it to two of their friends or family and drop them in the mailbox. When you give your members pre-stamped postcards, they think twice about throwing them in the trash.

4. Throw a party: Each year schedule some form of community outreach event, such as a fall festival, or “Spring Thing” etc. Go all out! Have bounce houses for the kids, get the local grocery stores to donate food, have a chili cook-off. This gets people in your area talking, and it also provides a non threatening forum to come out and learn more about your church.

5. Don’t do boring types of marketing: The objective is to get people talking right? Very few people talk about the short listing in the Sunday paper or the half page ad in the local magazine. People talk about that cleverly designed, eye popping direct mail card they got in the mail last week. Or the cool billboard out on the local highway. If you’re going to advertise in the local newspaper, have them do a full page article on why your church is different, and how it is changing lives, or how your members help out at the local homeless shelter.

6. Put your pastor’s  picture in your direct mail cards: I can’t tell you how many times we have convinced a church to do this, and they have told us how much of a success it has been. Pastors have been approached in grocery stores and Blockbuster Videos and have been recognized as the pastor of the local church. What a great opportunity for a personal invite to attend this coming Sunday!

7. Be Relevant: People love to talk about what interests them. Be all things to all    people - 1 Corinthians 9:19-23. Speak on Sunday about things your congregation cares about, and that is of interest to them. How often do you hear “water cooler” talk about what happened on a particular TV show the night before. Wouldn’t it be great to have people gather on Monday morning and talk about the sermon you preached on Sunday instead?

8. Be the church that changes lives:  This is it, the coup de gras  if you will of “word of mouth” advertising. When you become the church “that” changes peoples lives for the better, saves marriages, and or restores people to their position of authority, people will talk. Be the beacon of hope for the lost and hurting in your community, and your word of mouth advertising will spread like wildfire.

At Truth Advertising we can help you with every aspect of marketing. Our mission is simply to help you reach more unchurched people for less money and ultimately be found good stewards of what God has entrusted to us.
Our commitment to you is one of complete honesty, integrity and professional service. We are here to serve you and to be a blessing to you—period.

We’d like to help you maximize your advertising dollars
and reach more people for Christ! Call us today!!