RISMEDIA, Jan. 5, 2007-(Entrepreneur.com) - Most everyone agrees: There's no better advertising than word-of-mouth. After all, a customer (client) who calls you following a personal recommendation from a friend or colleague is more likely to buy (order an appraisal). And that makes the pursuit of positive word-of-mouth every entrepreneur's Holy Grail.
According to Kim T. Gordon, author of Maximum Marketing, Minimum Dollars: The Top 50 Ways to Grow Your Small Business at www.smallbusinessnow.com:
"Today, marketers have created a science out of winning word-of-mouth, or WOM. There's even a Word of Mouth Marketing Association for marketing professionals charged with building word-of-mouth for their companies. The truth is, the right kind of talk doesn't always come cheap, and you have to actively pursue WOM."
For maximum results, build a formalized WOM program using at least one of the following three major tactics.
- Marketing to influencers
- Winning PR coverage
- Seeding viral marketing
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