'Isn't Word of Mouth Marketing Always Working for Me?' |
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By: ABC Posted: 2006-10-17 01:09:54 |
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Here's an interesting trick our minds can play on us when we're running a small business. It's kind of like a mirage that makes us think we're seeing water in the middle of a hot desert. Our business mind says: "I’m getting free word of mouth marketing every day, and it’s not costing me any time or effort."
Oh, you probably have lots of satisfied customers Don't fall for that mirage, warn the authors of a new book called, "Truth or Delusion: Busting Networking's Biggest Myths" (Nelson Business, ISBN 0785223207). "Yes, you’re getting word of mouth every day," explains New York Times best-selling author Dr. Ivan Misner. "It just may not be the kind you’re thinking of -- the good kind. The message you’re sending out may not be clear. It may be too vague. It may even be -- surprise! -- negative." "Oh, you probably have lots of satisfied customers," adds Misner, "but they’re not the ones doing the most talking. Who talks loudest and longest? The customer who went away satisfied? Nope. It's that demanding, unreasonable customer who thinks you’re a lousy tailor because you wouldn’t take care of her snarling, yapping Terrier while she went next door to the bakery." Just like that Terrier, negative word of mouth has fast legs and a loud bark. Moreover, vague or inaccurate word of mouth about your business is useless... and sometimes downright harmful. |
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