There are many ways of advertising, but none is more effective than word of mouth. Not all Free advertising is good advertising. But, if someone references you in a good light it can prove much more profitable for your business than any paid advertising strategies can offer. And the fact that is free, makes it all that much better.
I am going to illustrate here for you the three most profitable and effective ways to generate word of mouth advertising.
1. Being a winner and letting everyone know you are one.
2. Free local radio station coverage.
3. Asking existing customers to get the word out for you.
I have personally used and profited from all of these strategies and have found them to be much more effective than any paid marketing and advertising solutions.
Word of mouth is a reference to the passing of information from person to person. Originally the term referred specifically to oral communication[1] (literally words from the mouth), but now includes any type of human communication, such as face-to-face, telephone, email, and text messaging.
- Wikipedia
Being a winner and letting everyone know you are
Believe it or not, there are many people out there who make a living purely by entering contests day in and day out and winning extravagant prizes. I know, my father is one of them. His theory is simple, “you’ve got to be in it, to win it”.
The same goes for your business. If you take the time to enter awards for your particular industry you may actually win. Award winning companies can advertise the fact and, without a doubt, your business will certainly receive a lift in its profile. Consumers will no doubt feel if you are an award winner, you and your business must be doing something right and are an authority (good) in your field (which is a reasonable assumption).
Most business find it too time consuming to write and send out applications to win awards and therefore can’t be bothered to do it. Therefore, your competition will be very low, giving you a much better chance of winning than you may think. And once you have sent of a few applications you will find they are mostly all the same and you will be able to use the same application over again with only a few modifications to each one.
Now there is no point entering and winning competitions if you don’t let everyone know about it. Whether its your friends or family, people on your facebook or your existing customers. Make sure you tell everybody, you’ve won an award, you are an authority in your field, so now its time to reap the rewards. And whatever you do don’t forget to put the certificates you are awarded up where everybody can see them.
Free local radio station coverage
If your business has a good name (or you’re not known locally as a bad business) you can generally get free radio station exposure quite easily.
Anytime my local radio station is having some talk back time I always make sure I call in and participate. This is the key, “participation”. Once you have done it a few times your call will automatically be given preference and put ahead of the cue. Initially you’ll have to find ways to bring yourself and your business into the conversation. But after a while, once you are more known you wont have too, other people will bring you up.
I am in the computer repair business and a few years back when I was starting off I called the local radio station frequently. After so many times calls believe it or not they started calling me. They would call me in advance anytime before they started a segment related to technology, and would asked me to be on it. Most people pay big money for this exposure like this, not only did I have it for free, I had them asking me.
These principles are not just for computer repair businesses. Just about any company can take advantage of this concept. They are, but are not limited to:
? Financial services, accountants and solicitors.
? Health services, medical, doctors, chemists, pharmacists, weight loss, health food.
? Personal life style, well being, life choices, new age.
? Travel services, domestic, international, tourism, fine food and wine.
? Book services and theatre reviews.
? Mechanical and technical services, advice and maintenance.
Asking existing customers to get the word out for you.
Satisfied customers are not only the best customers but are also you very best form of free word of mouth advertising. Most businesses for some reason either hide from their customers or make no effort to chase them up and see how they feel about their products.
One simple sentence can make the whole world of difference to your customers. “Were you or are you happy with the products and services we have supplied to you?”. If the answer is is “no”, then ask what you can to do fix it. But, if the answer is “yes”, this is the perfect opportunity to get the ball rolling.
Most people are loyal and will be more than happy to pass on a message to their friends about your business and services if you ask them to (if they have had a positive experience with you). And even more so if they know you care enough to ask them what they think.
What I like to also do is put it on the back of my business cards, in my shop, on my shop window and I always make sure every one of my staff ask this question to customers they recognize or people as they leave my shop.
This strategy also works two fold. If your products and services are not up to par, wouldn’t you like to know about it, so you can adjust accordingly?
Questions and Answers
Q. If word of mouth advertising is so profitable why aren’t more companies doing it.
A. Because most business simply can not be bothered putting the effort in to try and learn new things. Most people just want to throw money at advertising and aren’t interested in becoming creative.
Q. How hard is word of mouth advertising.
A. Word of mouth advertising is so much easier than any other form. It’s very much set and forget. The hardest past about it is coming up with ideas (which is very easy). Free publicity involves very little effort.
Q. How do you compare word of mouth advertising to traditional media advertising.
A. I think for every 2 people who come into my shop from a word of mouth recommendation I get one from newspaper advertising and one purely from my location. Two out of four is pretty good.
History of word of mouth marketing
One of the earliest Australasian references to and the active use of the term ‘Word of Mouth Marketing’ was by an Australian MLM company from the mid 1980′s. This company may possibly have been the originator of the term. This company promoted its alternative-to-dairy product range through this method, especially to those with asthma, dairy allergies and cardiac issues. The related topics became a conversational piece, so product promotion and trial naturally resulted.
- – Wikipedia
-By: Ross Rudall
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