Most businesses take whatever word-of-mouth advertising they get but I'm here to tell you that you can exert a considerable degree of control over this type of advertising and marketing.
The reason that word-of-mouth advertising is so valuable is simple. Nothing you could ever say about you, no matter how well you say it, can have as much impact and credibility as something a disinterested third party says about you. Also there are some things you simply can't say graciously about yourself that others can say.
My wife hears about a restaurant or a special deal and she goes wacko and can’t stop talking about it until she is able to dine there or buy the book, toy or dress that was referred to her. She is the ultimate easy customer. And that is why I need to keep her locked in the closet.
But, artificial word-of-mouth advertising is still the most effective form of TV commercial. It's called 'Slice of Life' and you're very familiar with it. It shows a scene with one ordinary person telling a friend or associate how good a product is. Laundry soap, personal computers and hundreds of other products and services are still sold this way.
Far better though is real word-of-mouth advertising.
So how can you stimulate a high rate of word of mouth advertising?
The basic secret is find ways to do what you do so well and so uniquely that your customers cannot resist telling lots of other people about you.
Don’t think that because you run a computer teckie company that you can dazzle your customers with your competency. You cannot because they expect high competency. But if you get personable and listen to the customer and build a healthy relationship with them, then you will get amazingly quick referrals.
Most people don’t expect salesmen or service-people to take an interest in them.
Then again, another great word-of-mouth campaign is called the testimonial. One of the best P.R. values a company has is in what their customers are saying about them. Their passive influence guides your current clients into a positive attitude towards you and your company.
What if you drove up to a coffee shack and instead of seeing a poster or flavor advertising, you saw photos of customers holding up their favorite drinks covering most of the windows. A picture is worth a thousand words. Not only does this keep their customers loyal and happy seeing their own pictures but the stranger sees you are serving your community.
Now, how about if you open up your menu at your favorite local restaurant and found your friends and neighbor’s comments on each item on the menu. Wow, you would feel connected with your meal.
“Oh, Sarah loves the seafood pasta… hmmn, maybe I’ll try it.”