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We all know that positive word of mouth is something that all companies strive for. Most companies spend great deals of money and time to try and cultivate positive word of mouth from their customers. The reason is that word of mouth is a tremendously powerful tool in the world of marketing. In fact, it might just be the most powerful tool available to most companies.
Think about it for a second. If a friend comes up to you and tells you about a new product that they have tried, you will probably listen to him. If he says that he was very impressed by the product, and recommends that you try it out as well, you will probably be much more likely to do so than if you hadn't heard anything at all. Conversely, if your friend says he hated the product, and would never buy it again, chances are you will never spend money on it, either.
So positive word of mouth is certainly something that, as a businessperson, you should strive for in your business. But you cannot expect it to happen on its own; you are going to have to work to make it happen.
Swallow Your Pride
Most of your customers, even the loyal ones who love your product, will not spread the word to their friends and family on their own (unless they are just completely overwhelmed by you, of course). So you are going to have to ask them to do so.
A good way to do this is with a simple postcard. By simple, I don't mean bland and boring. A good quality, full color postcard printing can be quite cost effective, and will be well worth it later. Design a postcard asking your loyal customers to spread the word about your company, and send it out. Also, ask them to respond to you about why they love your product.
Listen to Your Customers
As you start to get replies from your customers, make a note of them. The idea is to design another postcard printing that will include these testimonials from your loyal customers.
Again, make up a full color postcard with quotes from people about why they love your product and why they keep coming back to you. These testimonials are great ways to generate more business, because they are just a slightly modified form of word of mouth.
Keep the Cycle Going
When you have this postcard printed up, send it to a more general population of potential customers. As people receive the postcards with customers' testimonials on them, you will see an increase in business. Eventually, you will have a whole new generation of loyal customers, and you will start the cycle all over again. Send out a postcard to these new friends (along with the old ones) asking them to tell their friends and family, and to send in their own testimonial.
It is a wonderful circle that should continue to generate positive word of mouth and, by extension, increased profits for your company.
Copyright © 1995 - Photius Coutsoukis (All Rights Reserved).
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