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How To Make All Of Your Marketing Efforts More Effective

Great word of mouth about your company makes all of your other marketing efforts much more effective.

The above statement should be in huge bold CAPS. This is one of most important and grossly overlooked laws in all of advertising and marketing.

Let’s say that you have a spa. You are sending out all sorts of marketing messages; yellow page ads, a web site with search engine marketing, you’re in lots of travel guides, you attend chamber meetings, maybe you use billboards, you are using a whole host of avenues to get your name out there.

Now let’s look at this from two possibilities, let’s say first that the overall word of mouth about your spa is awesome. If someone has already heard from a friend that the spa is great and then they see one of your ads, or maybe a special offer you are currently running, they are much more likely to respond. Positive word of mouth makes your other marketing more believable, more effective, more productive. A business will get a MUCH bigger bang for their advertising buck when they have great word of mouth.

Once in a while I have heard people talking positively about an ad they saw or heard for a business or product. Your friend tells you about the great experience she had at a clothing store recently. A little later your with a different friend and you see or hear an advertisement for that same store, and you say: “Hey, isn’t that’s the place Sally went last week where she bought those cute new dresses?!”

The effect of great word of mouth on your other marketing efforts cannot be overstated!

A person may hear some good word of mouth about a company and at that time not need the service or product, but later when the need arises and they are searching or when they get exposure to an ad, they will TRY to remember what they heard and will respond.

On the other hand, if the word of mouth about your spa is poor, then the money you spend on marketing will get LESS response. If a potential new customer has already heard some negative feedback from someone about the Bayside Spa and then they see an ad somewhere promoting the Spa, their tendency will be to discount it, or ignore it. They won’t listen to your message, their mind is already turned away from the business.

Have you ever experienced this? If you have heard bad word of mouth about a company and THEN hear an advertisement for the company, what’s the first thing that flashes in your mind? The negative story you heard before, that’s what!

How about this example, lets say you yourself had a very bad experience with a company (think telephone service provider, or maybe bank…). Now you’re sitting with a friend watching TV and an ad comes on for the company that you feel wronged you. What happens? In many cases just seeing the ad will elicit a negative comment from you to your friend! “That’s the bank that ripped me off!” “I used to have that cell phone service and I’ll NEVER go back to them!!!”

Have you ever seen this, or done this yourself?

Take this datum and work it over and see how it applies to you and your business. You may find that it opens the doors for a new phase of expansion.

Good Luck!