There is one part of word of mouth that is so crucial that as a marketer I just take it for granted.

Call it Rule Zero. No other marketing rules apply until this one is in place.

Here it is…

You can’t get ANY word of mouth, until people know you exist.

Seems too simple doesn’t it, but as a marketer I notice how many businesses just ignore this.

Do people know you exist?

And by ‘know you exist’ I mean have people…

1. Met you,
2. Know your details enough to direct others to you, and
3. Know what you do for people?

Here is a starting list:

• Family – hopefully only 3. is an issue here.
• Friends / acquaintances – and by the way if you really look into this category even the most isolated of us probably have 100 people. Think of everyone in your email address book or in your mobile phone. Got 1000 yet?
• Your own staff – do they really know what you offer? Don’t take this one for granted.
• Vendors / suppliers / advisers – if they are any good you may well recommend them, and this can build-up goodwill for them to return the compliment
• Businesses in your building / street / area – if you don’t know enough about them to send them referrals, then they probably don’t know enough about you either.)
• Homes in the area – ever thought of having a ‘housewarming’ for a business. Why the heck not?

And this is before we get anywhere near most standard sources for business referrals and word of mouth.

So here is a zero-cost marketing tip.

If you find yourself in a quiet time, take a walk and wander into another nearby business, introduce yourself, and ask them about their business.

You might be surprised what comes of it.

-Martin Russell

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