Notes From My Interview with Gary V.
Well it’s been about 2 months since my interview with Gary Vaynerchuk and I may have already forgotten how to spell his last name…I’ll have to double check that. A lot has happened…new baby, packing to get ready to move to a new house, and all that goes with both those things. But one of the things I really wanted to do was to go through the interview and expound on some of the points that were made. Although the interview was short, I think that there are some important lessons wrapped up in Gary’s answers to my questions. So here it goes.
I asked Gary about how we can get more referrals. We shouldn’t focus on repeat business in the wedding industry, although I have catered several second marriages. But how do we get these brides to tell the world about us. Word of Mouth is the most important phenomenon in most businesses, including wedding businesses…but it’s not a strategy. If your answer to the question “what kind of marketing do you do?” is “I do word of mouth,” you’re wrong. You can’t do word of mouth…you can’t control word of mouth. You can attempt to influence but at the end of the day, word of mouth either happens or it doesn’t, whether you want it to or not. The strategy comes from being so good, unique, excellent, remarkable (to use Gary’s word) that people can’t help but tell the world about you.
Social media makes it easier to do that. People are becoming more accustom to sharing their experiences (good and bad) with their friends online. Word of mouth takes several forms online. They can be a simple shared page from your website on Facebook, a photo of your wedding cake on Instagram, a shout out on Twitter, a review on Yelp or WeddingWire, etc.
So what ways can we influence a person’s propensity to share information about us online. Well, if we do a terrible job, these days it’s almost certain that it will end up online. However, as Gary said, doing things which surprise and delight our brides, their families, and their guests is another way. Working harder to be amazing surely helps. I think that the more we engage with people online will help them feel more comfortable tagging us in posts or mentioning us online. Being active online helps. Suggesting that people leave a review or comment also helps…sometimes all you have to do is ask. We have 59 comments on WeddingWire…this is because I ask, on a monthly basis for our brides to leave a review of their experiences. Not everyone replies I know just by asking I’ve helped influence that decision to engage in a form of word of mouth.
Just a few thoughts for now…I’ll follow up with more soon. What jumped out at you?