Advertising & Marketing
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Generate Word-of-Mouth for Your Business

Word-of-mouth is one of the best ways for a small business to attract new
customers. It requires no expensive and time-consuming advertising or
marketing campaigns, and uses the most trusted spokesperson you could
ever find for your business—a satisfied client.

But while the power of word-of-mouth can drive business to your door, even if
your marketing budget is nonexistent, don’t expect a marketing miracle to
suddenly appear. Contrary to popular belief, word-of-mouth is not something
that just happens. It might work that way for a few businesses.  But for most it
is a phenomenon that you, the business owner, can actually take steps to
create and nurture. And it generally does not happen quickly, but rather over
time as word has a chance to spread.

To help generate word of mouth, create a simple marketing message that is
easy for people to pass along. If it’s not simple, it won’t pass the test. But
make it specific to a real benefit or need, not something vague or general. If
you can, include success stories or testimonials from real customers. These
can have a tremendous pass-along impact.

To stimulate word of mouth, you might also consider asking customers for
referrals and recommendations. And put your networking efforts into high
gear. If you network and get to know people in your community or industry,
they will think of you when they need your product or service. Join networking
groups and local business organizations, and attend conferences. Donating
your products or services to local charities can generate goodwill and get your
name around.

Consider introductory discounts or free samples. People are more willing to
try a new product or service if they can do so economically. Many small
companies have jump-started sales through carefully controlled giveaways.

Above all, perhaps recognize that people will spread the word if you treat
them well. Providing superior customer service and addressing problems
quickly will help generate the word of mouth that you want.

To learn more about marketing your small business, contact SCORE
"Counselors to America's Small Business." SCORE is a nonprofit
organization of more than 10,500 volunteer business counselors who provide
free, confidential business counseling and training workshops to small
business owners. Go to www.scoredm.org on the web or call (515) 284-4760
between the hours of 10:00 A.M. and 3:00 P.M. Monday through Friday.