If you’ve ever used Google search, and seen the Google Ads in a column on the right you will be familiar with ads that are a bunch of words much like this…

We Have The Solution
Whatever you need is
Right here for you.
www.TheSolutionSiteForYou.com

One of the most important features of word of mouth marketing is to be remarkable, to stand out from the crowd.

So here is a way to stand out in Google Ads. Use white space like this…

I
Like
Widgets
www.twotacos.com

Don’t laugh, but this is a real ad. Heck it got me to click on it.

Then I found myself at this page:
http://www.exygy.com

To quote the site: “Exygy is a San Francisco based full service web services and applications development company.”

Huh?

My first thought when I landed on the page was, “The people paying for these Google ads are going to go broke.”

[Oh and if everyone goes hunting Google for this and clicks on the ad to help them go broke then that's just Darwinian advertising. Word of Mouth can harm you as well as help you. Blame me :-)]

It reminds me of the story I first heard from Dan Kennedy about the Taco Bell dog.

The cute, little dog was incredibly popular, instantly recognized and well recalled by the public.

Many reasons, including that dogs aren’t a good link with food, are given for why such a strong icon brand image like the Taco Bell dog was discontinued… but could it be because sales dropped dramatically?

For word of mouth yes, be remarkable and stand out from the crowd. But for word of mouth marketing that produces sales, be relevant too.

-Martin Russell

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