If you’ve ever wondered why some products become overnight sensations while others (even better ones) fade into obscurity, you’re not alone. The answer lies in understanding how ideas spread—and how you can engineer your business to ride that viral wave.
At Kolaco, we study the science of “memes” not just as internet jokes, but as contagious ideas. Why do they matter? Because businesses that become “talked about” win.
The 5 Triggers That Make WOM Spread
Research shows that WOM spreads fastest in response to:
- Crisis
- Mission
- Problem
- Danger
- Opportunity
Savvy businesses build their marketing around these human motivations. In our Messaging Mastery training, we help clients craft campaigns that tap into these five triggers and frame their product as a solution worth sharing.
Example: Don’t just say, “We offer bookkeeping software.” Say, “Small businesses are drowning in tax stress. We help them escape.”
The 6-Step Kolaco WOM Framework
- Know your customer’s values (Do you know what truly drives them?)
- Segment your audience (Use the Decision Maker Matrix)
- Define decision stages (From “No” to “Advocate”)
- Create messages that match the audience + stage
- Deploy in the right medium (Social, referral, expert validation, etc.)
- Measure and refine constantly
In our Digital Presence Acceleration module, we teach exactly how to put WOM components into your website, email strategy, and influencer outreach.
How Word of Mouth Actually Spreads
There are three core pathways:
- Expert to Expert (e.g. trade panels, professional reviews)
- Expert to Peer (e.g. testimonials, video reviews)
- Peer to Peer (e.g. friends referring friends)
Each stage of this flow can be accelerated using:
- Demos
- Stories
- Free trials
- Social proof
- Strategic rewards
Kolaco clients use our Customer Experience Flowchart to identify where their WOM engine is stalling and how to fix it fast.
The 30+ WOM Tactics That Work
Yes, there are dozens of ways to create buzz. A few that Kolaco has helped implement:
- Referral Selling
- Client Appreciation Dinners
- Ask-for-a-Review Scripts
- Employee Sharing Contests
- Social Media “Wow” Clips
- YouTube Testimonials
- TikTok First-Reaction Videos
- Amazon Reviews
- Viral e-Greeting Cards
- Peer Selling Groups
You don’t have to implement all of them. You just need the right ones, tailored to your audience and product lifecycle. That’s what our Flash Coaching sessions are designed to uncover.
Want to Go Viral for the Right Reasons?
Here’s your 3-step plan:
- Register to see if you qualify to take the FREE Kolaco Assessment at https://Portal.Kolaco.com/Intake
- Read Tell Me More by David Kolakowski for the ultimate WOM playbook (Amazon link)
- Join our next webinar to learn how to build a marketing engine that gets your customers to do the selling for you
Don’t let great products die quietly. Let Kolaco help you turn your message into a movement.
Ready to go from chasing customers to having them chase you? Kolaco is your shortcut.
