For many years now I’ve been a fan of an author in the marketing space. I bought and meticulously studied over a dozen of his books. But there was one particular book I passed over time and time again. There was just something that turned me off. So I never pulled the trigger and made the purchase but…

Yesterday I bought the book on Amazon Kindle.

Why did I do this?

Why did I finally buy the book after knowing about it for some 15 or so years?

It wasn’t the author’s own advertising that finally sold me on buying the book.

It wasn’t the product description on Amazon.

It wasn’t the fact that I already owned dozens of his books and courses and therefore wanted to add to my collection…

No.

It was because…

I heard someone talking about the book on a podcast. In other words…

Word-of-mouth marketing.

A lot of people will tell you word of mouth marketing is the most powerful form of advertising you can get.

But relying on people to promote your products or services at their whim is no way to grow your business.

However, there’s something you can do to engineer word-of-mouth marketing into your business:

You can find people in your industry who are willing to plug your product or service now and then in a conversational manner. And you do the same for them. It’s a simple arrangement. It doesn’t have to be an affiliate relationship where commissions change hands. It could be. But it doesn’t have to be.

You can do it through email.

You can do it on social media.

On podcasts.

Speaking events.

Literally anywhere.

It’s kind of a “you scratch my back, I’ll scratch yours” relationship.

But it has to be genuine.

Don’t be like the social media “influencers” who’ll plug any product if there’s a few bob in it for themselves.

Anyway, that’s something to chew on over the weekend.

I acknowledge not everyone is in a position to do this.

But it’s worth taking a few minutes to think about how you can engineer referrals and word of mouth into your business.

And speaking of word of mouth, if you know someone who should read this message there are two things you can do:

1) forward this email to someone with a note saying “saw this and thought you’d find it interesting” or

2) Send them to michaellowcopywriting.com so they can subscribe to my email newsletter.

I’ll treat their inbox with the same respect I treat yours. They can unsubscribe anytime.

Peace,

Mike Low