Unlike traditional campaign strategies with a strong focus on emotional positioning, WOMM sticks to the facts. Consumers don’t generally talk about how a product makes them feel; they talk about what the product can do and how well it does it. And coming from an impartial, often personally known, source, WOMM engenders trust like no other marketing tool. Information passed on via a trusted network is far more likely to transfer immediately to a purchasing decision, or be passed on as a recommendation to others.