The Lost Art of Word of Mouth Marketing: The Greatest Pitch Nobody's Throwing

Imagine this: you’re at a baseball game. The pitcher on the mound is known for one thing—his knuckleball. It’s unpredictable, almost impossible to hit, and when executed correctly, it’s a game-changer. But despite its potential to dominate, very few pitchers actually use it. Why? It’s difficult to master, it requires finesse and practice, and it’s just… not trendy.

Word of Mouth Marketing (WOM) is the knuckleball of the marketing world. It’s the most effective pitch in your arsenal, yet few brands prioritize it, let alone create a strategic plan to execute it. Most people believe word of mouth just happens organically. Spoiler alert: it doesn’t. Without giving your audience a reason to talk about you, your brand will simply fade into the noise.

I’ve spent my career mastering the craft of Word of Mouth Marketing. In fact, I sometimes feel like I’m the last professional standing in this field. WOMMA (Word of Mouth Marketing Association) is gone, influencer marketing has hijacked the buzz, and too many brands have resigned themselves to a transactional, hollow substitute for authentic connections.

So, why does Word of Mouth remain underutilized? And why does it matter now more than ever?

WOM Doesn't Just "Happen"

Let’s start with the biggest myth in marketing: word of mouth is spontaneous. People will just talk about your brand if you’re good enough. False. If you’re not giving people a reason to talk about you, they won’t. Period. Word of Mouth requires effort, creativity, and, most importantly, a plan.

I’ve orchestrated hundreds of WOM campaigns over my career—each one carefully designed to spark conversation. Here are a few highlights:

SXSW Hangover Kits

At SXSW, I created a surprise for hotel guests by hanging small sacks on their doorknobs at midnight. These “hangover kits” contained Tylenol, condoms, and breath mints—everything someone might need after a wild night. The reaction was incredible. People woke up to a thoughtful (and cheeky) surprise, and they talked about it everywhere—at breakfast, on social media, in panels. I didn’t just give them a freebie; I gave them a story worth sharing.

Mail Strike Armored Car

During a mail strike, small businesses using FreshBooks needed their payments delivered. So, we rented an armored car and personally picked up and dropped off checks for our customers. It wasn’t just a solution to a problem; it was an event. Media covered it. Customers raved about it. The armored car became a rolling testament to how much we cared.

Prize Inside

Let’s face it: as a kid, the most exciting part of breakfast was the toy inside the cereal box. Bringing that idea to business, we identified 500 people we wanted to know better. Half were customers, and the others were media, associations, and possible customers. We mailed each of these people a snack size cereal box with a prize inside. The prize was my business card and a gift card for a coffee or a movie or whatever was available at Target when we bought these all. Our little mailing generated partnerships, a few media hits, and a slew of WOM and new customers.

Why WOM is the Best Pitch in the Game

1. It’s Trustworthy: People trust recommendations from friends and family more than any ad. A Nielsen study found that 92% of consumers trust earned media (like word of mouth) over traditional advertising.
2. It’s Sticky: Word of Mouth creates stories, and stories stick. People remember experiences and narratives far more than slogans or taglines.
3. It’s Scalable: Unlike influencer marketing, where reach is often limited to a transactional relationship, WOM has exponential potential. One conversation leads to another, and another, creating a ripple effect.
4. It’s Cost-Effective: While executing a WOM campaign requires creativity and effort, the long-term ROI is enormous. You’re building goodwill, loyalty, and advocacy, all in one shot.
5. It Drives Sales: According to a study by McKinsey, word of mouth generates more than twice the sales of paid advertising. Furthermore, customers acquired through WOM have a 37% higher retention rate compared to those acquired through other means.
6. It’s Pervasive: The Keller Fay Group reports that 72% of WOM happens offline, in face-to-face conversations. That means brands can influence discussions even beyond the digital sphere, where most marketing dollars are spent.

Why WOM Needs a Comeback

The marketing landscape is more cluttered than ever. Consumers are bombarded with ads, emails, and sponsored posts. In this noisy world, the most powerful voice is still that of a trusted friend or colleague. Word of Mouth cuts through the clutter because it’s personal, direct, and true.

But here’s the catch: it doesn’t just happen. WOM requires strategy, creativity, and courage. It requires brands to do something remarkable, something worth talking about. That’s where so many companies fall short. They play it safe, and safe doesn’t get talked about.

Think about the last time you recommended something to a friend. It wasn’t because of an ad; it was because of an experience. WOM is rooted in the emotional connection people feel when they’re surprised, delighted, or moved. Brands need to tap into this, but too many are focused on what’s easy—paid ads, influencer posts, and mass emails—instead of what works.

The decline of WOMMA and the lack of intentional WOM strategies means we’re leaving the most powerful tool in marketing on the bench. The brands that figure this out—that reignite word of mouth as a core strategy—will own the future. They’ll build communities, create evangelists, and achieve loyalty that no transactional marketing campaign can ever replicate.

Influencer Marketing vs. Word of Mouth: A Tale of Two Worlds

Somewhere along the way, influencer marketing became the new darling of the industry. Brands shifted their budgets to pay-for-posts campaigns, treating influencers as walking billboards. While influencer marketing has its place, let’s be clear: it’s not the same as Word of Mouth.

Here’s the fundamental difference: influencer marketing is transactional; WOM is relational.

When you pay an influencer to talk about your product, their audience knows it’s a transaction. Sure, it might generate sales, but it’s not authentic advocacy. People trust genuine recommendations, not #ad hashtags. WOM, on the other hand, is born from genuine experiences. It’s your best customer telling their best friend how much they love your brand—not because they’re paid to, but because they can’t help themselves.

Influencer marketing is like a one-night stand. WOM is like a lifelong friendship. Which would you rather have?

The Strategic Advantage of WOM

Word of Mouth is not only about driving sales; it’s about creating lasting emotional connections. When done right, WOM fosters a sense of ownership and pride among customers. People feel good about sharing a brand they trust and love because it reflects well on them. This is how true advocacy is built—through genuine, unforced conversations that spread naturally, but only after they’ve been intentionally sparked.

Companies need to adopt WOM as a strategic pillar, not an afterthought. This involves:

• Identifying what makes their product or service truly remarkable.
• Designing shareable moments within the customer journey.
• Engaging with customers in ways that surprise and delight.

It’s not enough to be good; you have to be memorable. And memorable moments don’t happen by accident—they’re meticulously crafted.

Why You Need Me

Word of Mouth isn’t just what I do—it’s what I’ve built my career on. I’ve spent decades crafting campaigns that get people talking, from the absurdly creative to the strategically impactful. In an age where brands are desperately vying for attention, I know how to cut through the noise and create moments that matter.

I don’t just execute campaigns; I create movements. I help brands find their voice, their story, and their spark. My work doesn’t just generate buzz; it generates lasting relationships between brands and their audiences.

With me, you’re not just getting someone who understands marketing—you’re getting someone who understands people. I know how to tap into what makes your customers tick, how to delight them, and how to turn them into loyal advocates. My track record speaks for itself, and my passion for WOM is unmatched.

If you’re ready to stop playing it safe, if you’re ready to give people a reason to talk about your brand, then let’s talk. Together, we can bring Word of Mouth back where it belongs: at the forefront of your marketing strategy. Because if you’re not in the conversation, you’re invisible.

The Bottom Line

Word of Mouth Marketing isn’t just a tool in the marketer’s toolbox; it’s the whole damn toolbox. It’s the most effective way to build trust, loyalty, and advocacy, yet so few brands have a plan for it. They’re too busy chasing trends or playing it safe.

So, here’s my challenge to you: Stop thinking of WOM as something that just happens. Start treating it like the knuckleball—a skill to be mastered, a strategy to be executed. Create moments worth talking about. Be bold. Be memorable. Be shareable.

And if you’re not sure where to start, hire someone who knows how to throw the perfect pitch. Hire me. Let’s bring the knuckleball back.