Marketing Ideas: Word of Mouth

MORE FREE IDEAS YOU CAN USE TODAY – FROM TOM AT RADIANCE

WORD OF MOUTH

“Advertising doesn’t work, at least for my business. We depend on word of mouth.”

It may sound reasonable … until you take a closer look. In reality, research studies conclude that most word of mouth is negative. One extensive study showed that--- for every seven favorable statements made by consumers regarding specific businesses, there were eleven negative statements. If you begin to look closely, you’ll see this in your day-to-day human interactions. It comes down to human nature.

Often, satisfaction is silent. But you hear negative word of mouth, constantly. “I can’t believe how long I stood in line at the grocery store. Only one check-stand open, while employees were just standing around talking! I hate that store.” Word of mouth --- negative or positive --- is highly contagious.

Most of my marketing clients do excellent work in their varied fields. As a result, they receive positive reviews from their customers. But unless you are intentional about your marketing, these reviews aren’t communicated effectively to the public at large. Or even to your target (most likely to respond to your invitation for business) audience. Meanwhile, a typical business loses 20% of customers each year through attrition, through no fault of their own. People move away, get sick, retire, and face major life events. And those customers need to be replaced, just to match last year’s performance.

True, you can post positive reviews on your website. But your website generally reaches those people you’ve already “reached” in other ways.

When people tell me they depend on word of mouth, they often mean that they haven’t committed to an advertising budget. For most small businesses, word of mouth is not an effective marketing strategy.

Broadcast advertising is word of mouth … that you can control. I tell my clients that their advertising will tell the truth … in the most compelling, positive ways possible. Many times, business leaders need help in identifying their compelling strengths and unique market advantages. They’re too close to their own business to see it clearly (from a marketing perspective).

Well-crafted advertising does work, and it can work for you --- affordably. In our next update, we’ll look at self-defeating mistakes you’ll want to avoid.

FOR YOUR FREE, WRITTEN MARKETING ASSESSMENT, please call (760) 415-6055. Thanks for reading.