You want to publicize your business, and a magic genie has given you a choice of the following three wishes:

• a) a full page ad in the New York Times
• b) a 30-second spot during the Super Bowl
• c) a personal recommendation from each of your customers to their friends and family.

The word-of-mouth referral is the most effective marketing tool available. The referred customer or client is easier to hold onto than the one who walks in off the street because they expect a positive experience. By the time they walk through the door or pick up the phone to contact you, they already feel a sense of trust and loyalty. So, how do you encourage your satisfied customers to spread the word? First of all, make sure they’re satisfied. This means maintaining a policy of high quality no matter the cost. When you leave someone with a powerful impression, they’re going to tell others. If they’re unhappy with what they paid for, you can bet that everyone they know will hear about it. When they’re merely satisfied, word won’t get around. But when they are deeply impressed, they will be eager to spread the word.

If a client is dissatisfied with your product or service, offer your sincerest apologies, then do whatever it takes to set things right. This could mean issuing a full refund, replacing the product or redoing an entire job. Once I made a mistake on some printed material for a client. After insisting we reprint the job at my expense, I sent the client an oversized eraser with a note apologizing for the oversight. This is an example of creating a positive impression from what could have been a negative experience.

When someone compliments your service, ask them to tell their friends and associates. If they send many new clients, or one big one, call to say thank you, or send a token of your appreciation -- perhaps flowers or candy or something related to your business. You may event want to offer regular customers discounts based on the number of new clients they send your way.

When seeking out referrals, see if you can tap into the customer base of other businesses. Work out a deal with a complementary business to send clients each other’s way. A graphic designer would recommend a free-lance writer to clients who need copy, and the writer would do the reverse with clients who need design services.

Finally, remember that you’re your own biggest fan. Seek out occasions to network, and be primed to talk up your business whenever the opportunity presents itself. Carry a stack of business cards wherever you go, but don’t stop there. Have your newsletter and other marketing materials handy as well. When you give your prospects something of value, they’ll hold onto it, increasing the likelihood of your name coming up next time somebody asks for a referral. Review your contacts, including friends, associates, family, customers and clients, and target the ones who are most likely to send business your way. Then get out there and spread the word.

Copyright© 2007, Nancy Michaels. All right reserved. Nancy Michaels, of Impression Impact, works with companies that want to reach the small business community and with small business owners who want to sell more products and services. For information, contact the FrogPond at 800.704.FROG(3764) or email This e-mail address is being protected from spam bots, you need JavaScript enabled to view it