Seven (7) steps of marketing success for word-of-mouth

Step No. 1
Send the same simple message through all of your communications. If it’s not simple, it can’t survive being passed via word-of-mouth.
Step No. 2
Don’t position your product or service as part of a general category. Get more specific. Define it by its most-needed attribute: “The dandruff shampoo that doesn’t dry your hair.”
Step No. 3
Make your examples borderline outrageous so people will find your story worth repeating.
Step No. 4
Sprinkle your materials and marketing messages with success stories from real people.
Step No. 5
Offer customers multiple (but simple) ways to inquire about, investigate and order what you offer.
Step No. 6
Get experts on your side by bringing them into conferences, advisory groups and seminars. Encourage them to spread the word to others.
Step No. 7
Ask customers for referrals. Encourage your sales people to request referrals, recommendations and testimonials.

Some ways to get the viral marketing party started

• Gear up your networking. If you network and get to know people in your industry, they will think of you when they need your product or service. Join networking groups and local business organizations, and attend conferences. Before you go, however, be sure to refine your “elevator pitch.” That’s your short, 30-second sales pitch that explains what you do. People are turned off by long-winded explanations.
• Help out local charities. Donating your products or services can generate goodwill and get your name around. Many business owners find that whatever they spend on these activities comes back to them manifold. Being involved in community activities is one of the best ways to spread the word about your business without a big advertising budget.
• Target your dollars carefully. If you do advertise or send out direct mail, be selective. Don’t advertise to the general public if your product or service is highly specialized. Try small, highly selective lists first.
• Consider introductory discounts or free samples. People are more willing to try a new product or service if they can do so economically. Many small companies have jump-started sales through carefully controlled giveaways.
• Generate some press coverage. Cash-strapped entrepreneurs often think it costs big money to get some good PR. But the size of your budget is not nearly as important as the story behind your startup. Create a story related to your business and invite the press to a launch lunch. Prepare and send out news releases and position yourself as an expert on your industry to the media.
• Work the distribution channels. There are many people in your line of business who can help add to your reputation. These include sales representatives, wholesalers, distributors, consultants, academic leaders, industry experts and many others. Include them in your efforts to build word-of-mouth.
• Give superior customer service. People will spread the word and get the viral marketing ball rolling if you treat them well. Address any problems quickly.