How Word of Mouth Works? Part (3)
Laggards (16%) are the last to adopt a new innovation. They tend to be suspicious of new ideas and prefer to use what they know. They will only try something new when they are convinced it will work and that they need it. In The Tipping Point, Malcolm Gladwell (2000) says three psychological types are essential for spreading the word about your business: connectors, mavens and salespeople.
Connectors know lots of people and have friendly, casual social connections with them. They manage to occupy many different subcultures and have the knack of bringing people together. They’re like social glue and are great at spreading the message about new ideas.
Mavens are information specialists and a source of reliable data. They often figure out how to get the best deals and are happy to tell you about it. They meet their own emotional needs by helping solve other people’s problems. Their knowledge and social skills are invaluable in starting a wordof- mouth epidemic.
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