It's Good to Know:
About Word-Of-Mouth Advertising

A recent Cap Gemini Ernst & Young survey revealed that 71% of respondents cited word-of-mouth referrals as the most influential type of advertising. (In case you're wondering, direct mail came in second at 48%.) And in his e-book, "Word of Mouth Magic," Martin Russell says that referrals generate over 70% of the new customers for most businesses.

So, if you're looking for an inexpensive way to grow your copywriting business, find a way to use word-of-mouth systematically. Here's one technique that will not only boost your word-of-mouth referrals, it will also help you retain your current customers:

  • Give or send a letter (or card) to each satisfied client as soon as you complete a project.
  • Thank the client for the opportunity to work with him and ask him to pass your letter/card on to someone he knows who might be able to use your services.
  • The letter/card should (1) include your contact information and (2) offer some incentive for a first-time client to give you a call – perhaps a discount or free consultation.
  • Reward each referral by offering your client a free copy critique, a discount on his next project, etc.
The Professional Writers’ Alliance

The Professional Writers’ Alliance

At last, a professional organization that caters to the needs of direct-response industry writers. Find out how membership can change the course of your career. Learn More »

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Published: February 16, 2004

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