Open wide...and spread your own word-of-mouth

In his book, "Let Your Customers Do the Talking", Michael E. Cafferky lists hundreds of tactics to generate positive word-of-mouth. Which, of course, has a huge impact on brands, especially those in the formative stage. It's also a way to enable your marketing gene to express itself. A brand, after all, is a reputation -- and the promise you make to anyone who chooses to do business with you. I recently recommended some of these tactics to managing directors at the Chasm Group, where business had been moribund--and is now robust. Coincidence? Doubtful. While I won't guarantee their transferability to your business, whatever it may be, implementing any or all of the following can't hurt: Keep an open mind about ways to generate talk.

Conduct frequent reputation SWOT analyses.

Keep close to your "champions"-- client or non-client.

Incorporate word-of-mouth into your mission statement and selling points.

Understand the two kinds of grapevines: your personal friends affect the frequency of word-of-mouth, while casual acquaintances influence reach.

Identify opinion leaders who are not customers or clients but who know you or know about you and can talk to others.

Take your top referral agents to dinner, or something comparable.

Solicit referals and get testimonials.

Solicit referrals from non-clients such as professional groups.

Establish connections with community groups, pro-bono, public interest, etc.

Infiltrate industry infrastructures or any individuals or groups whose comments and opinions carry weight with your prospective clients.

Have something for them, such as your time and brain when they want an opinion, a comments, some insight, etc.

Look for ways to get more face time with leaders and business heavyweights -- actively seek opportunities to meet new movers and shakers.