Almost every successful business I talk to tells me they get most of their clients by word of mouth.
And it’s true. According to Zuberance, Nielsen claim that 84% of sales come in one way or another via word of mouth.
The problem for new businesses is how to get enough momentum so that the ‘word’ starts spreading without you needing to take action.
And the answer to that is very simple: become #1.
So you need to concentrate all your promotional effort on the single most important thing in business when you’re starting out: Positioning.
What do you stand for?
What are you against?
What sort of customers do you want to attract?
What sort do you want to repel?
Who do you admire, and who do you hate?
Are you for collective social responsibility or do you believe in the rights of the individual and freedom of expression?
All things and more send out signals to your target market about who you are – and they matter hugely.
They also define the reputation you are building.
What we do today sets our history in stone.
And it influences our future.
The more you set yourself apart from everyone else the more you become yourself.
And the more you become yourself, the more you are respected.
And with that comes not only great power, but a great business too.
The only proviso is that it comes from your heart. Nothing else will do.