Let’s wrap up our conversation about word of mouth marketing. Much has been written about the power of influencers. Some are early adopters — those who are the first to get the new cell phone or know about the hot new restaurant. In other cases, it’s about borrowed esteem. If Tiger Woods uses a certain golf club, we assume it must be good. But a person doesn’t have to be in a position of influence to create buzz.

It’s just common sense. We feel better about buying something when someone we know, trust or respect endorses it. It’s influential when someone we know from afar or know of (a celebrity, usually) endorses something; but when you think about it, aren’t you swayed even more when it’s a friend or colleague?

Want to super-size your company’s buzz? Check out www.bzzagent.com. This site organizes and supports buzz for their clients. They have more than 210,000 buzz agents who, based on profiles, self-select products or services they want to try and talk about to their family, friends and co-workers. In other words – they’re creating the most effective form of buzz.

Who are these people? Eighty-two percent of them own a pet. Forty-four percent have a household income of $60,000 or higher. Fifty-five percent dine out at least once a week. They’re ordinary people. Heck, they’re me! As buzz agent DrewMc62, I get to stay current on trends, new products and the word of mouth phenomenon.

Buzz is probably one of the oldest forms of marketing. But with the blend of cynical consumers, the fragmentation of mass media and new technology, it has a whole new face and power. Make sure you are harnessing that power with whatever methods best suit your business. You can’t afford not to anymore.

Drew McLellan is Top Dog at McLellan Marketing Group and the author of “99.3 Random Acts of Marketing.” He can be reached at Drew@MclellanMarketing.com.

© Drew McLellan