word of mouth
I hear it all the time.
I get my business through word
of mouth, says the business owner proudly.
to be the most dangerous way to run a business because you are very
vulnerable to the attack of a competitor.
How can I explain this to you
when you don't really understand how to create POWERFUL
MARKETING? Oh, my goodness. Well, I'll try anyway.
You probably won't get it. Only after I've worked with you
might you get it.
all, you have no control over how your marketplace sees you.
You're depending on others to
tell the marketplace who you are and why to buy from you. That
can change in an instant and you
have no control over it and your business will dry up.
you have no MARKETING POSITION.
That is to say that you have
not told the marketplace 'why you'. Why should anyone buy from
you as opposed to the competitor? Now don't give me that
nonsense mantra that you are giving 'good service'. If that's
what you think then read the item on 'good service'.
are doing with word of mouth is you are expecting others to spread
the word but you don't know what they are saying and you don't have
any control on what they are saying. And you don't know when
they are saying it.
So here you sit hoping to make
a sale through word of mouth when you haven't a clue as to what or
when they are saying anything about you.
is easy to steal your market since you are not actively telling the
world 'why you'.
I could go on and on but the
above should be enough to show you why expecting your business to
continue because of 'word of mouth' marketing is dangerous.