Word-of-mouth marketing is great for every type of business, but it truly is the life blood of small businesses. Not only is traditional advertising more expensive, small business owners and entrepreneurs operate with the understood advantage of being able to offer personalized service the way big brands simply can’t. In a crowded market, this assumption helps small businesses compete, and it makes people more likely to recommend a business they’ve tried to a friend.

But how do you encourage word-of-mouth marketing? Coming right out and asking every one of your clients to send their friends your way feels awkward — as well it should, since that how it makes your clients feel too. These requests should be individualized, because there are a lot of variables to consider: What if they didn’t actually have a great experience with you? What if they’re not the type of person to talk about things they’ve bought with friends? What if they would have recommended you on their own, but now they feel like it was your idea and no longer feel compelled? Murky waters, to be sure.



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