Get People Talking!

Word-of-Mouth Marketing for Your Company

Vered, the author of Tell a Friend, Word of Mouth Marketing: How Small Businesses Can Achieve Big Results, says that this kind of marketing doesn't happen by accident. "A strategic approach to word-of-mouth marketing yields immediate results and is the cheapest, most trusted media." Here are some strategies you can employ so that people talk positively about your business:

• Create a good story-Customers or friends will not necessarily talk about your business even if the service is perfect. Something about your business needs to be interesting enough to be conversation worthy. It could be a catchy name or Web site address or an unusual promotion.
• Incorporate conversation-worthy elements into your business-Put in place a "wow" moment in customer service such as fulfilling an order before the agreed upon date.
• Encourage people to talk-Use the two-way conversation technique. Actively listen to customers first; then tell them your story.
• Reach out to influencers-Spend more time with people who are motivated to talk about you, have a large social circle, or are influential or credible in your community or field.
• Be accessible-Make it easy for people who have heard about you (perhaps just your name) to find you.
• Shift your emphasis-Reward loyal customers rather than give discounts to new ones.

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