[The topic of this week’s Memo is already a 30–60 minute PowerPoint that I’m ready to give at your next Chamber, Ad Club or PTA meeting. In addition to travel expenses, my fees are quite reasonable. I can also turn it into a presentation and workshop where every business owner will walk away with a WOM plan. -Dave]
The price of making a powerful statement is cheap compared to the cost of ads that don’t work. So make a statement that counts. This is the best advice I can give you.
I’m not talking about making a grand and sweeping claim, such as, “Lowest prices anywhere. We won’t be undersold.” No one believes hype anymore. I’m talking about a statement that is bona fide, no loopholes, easy to experience. And it only takes one such statement to put a business over the top. This is why you should designate a percentage of your ad budget to purchase word-of-mouth advertising.
Word-of-mouth is credible because a person puts their reputation on the line every time they make a recommendation. And that person has nothing to gain but the appreciation of those who are listening. What are you doing to make sure your potential ambassadors feel secure? What are you doing to trigger word-of-mouth?
1. Word-of-mouth is triggered when… [Continue reading at WizardAcacemy]