12th Issue @ Geisha Today "Word-of-Mouth"

Yoshimi："I found a nice pasta restaurant!!"
Akiko："Where's that? I'm curious."

Hikari："Hey, wanna try a great cream puff? That pastry has great stuff!!"
Mayumi："Great!! Let's try it!!"

These, we call word-of-mouth that produce trends.
You can guess. Most word-of-mouth are distributed by girls.
But why not guys?

- Topic sharing and grouping -
Girls love the type of conversation that exchange sympathy.
I call this type of conversation the "rapport type."
French word meaning "bringing" sympathy to every members.

Most of girls' talk are based on rapport type.
When you exchange sympathy, it's easier to exchange informations, too.
Really efficient!!

Then what do we need for exchanging sympathy?
A common topic.
It should be things that's familiar with girls' lives.
Not like guys. We love talking about "big" things.
So if it has to be something that's familiar with our lives,
it will be naturally about the foods and neighbours.

One more feature of girls.
They like grouping themselves.
They even go to washroom together!!
Or to bargain sales…

These 2 features of you, girls, topic sharing and grouping,
make you capable of produing word-of-mouth.
Conversation that exchanges sympathy.
And willingness to share the fan together.
This will be brought up into word-of-mouth and evolved into trends.

- Way to distribute the information -
Now we know how informations are exchanged.
But what makes them distributed so widely?
Can't we make best out of it?

Let me show you the case of Yoshimi for you, girls.

Yoshimi's target was to be widely advertised to get invited over to "matching partis".
First she needed to make catch-copies.
Put one unique word in it.
Of course, no one will distribute the informations for "so-so Ramen"!!
It has to be "thick noodles that taste wild" to make people wanna try or talk.

Yoshimi told everyone that she's "good at finding right spot for matching parties".
She knows restaurants that have magic shows, etc.
And her informations were truly nice for those parties!!

Here's how she goes.
Yoshimi："It's so long ago that I had last party with guys!!"
Mayumi："Miho said she will have a matching party.
Why don't you ask if she's fixed with members."

Yoshimi："It's so long ago that I had last party with guys!!"
Miho："Good timing!! Are you free on Wednesday evening?
We're having a matching party. But I need to find a nice place."
Yoshimi："Shall I fix the place?"
Miho："Really? That's so sweet!!"

So everyone started to ask Yoshimi out for matching party, 'cuz she's useful.
Even guys ask her out when they need some kinda management.
Finding right place is really crucial for matching parties,
and they know they can depend on Yoshimi for that.
Catch-copies or valuable informations is the motivation for the word-of-mouth.

Let's hope Yoshimi will find Mr. Right in the end…