Joan Stewart recently posted to her WomenCorp site a list of top 10 tips for free publicity. I definitely applaud Joan for creating this list, because the tips are terrific and entirely valid methods of building short-term Word-of-Mouth (WOM). But free publicity (or "some quick buzz" as the client usually calls it) is inherently fleeting. To build long-term sustainable WOM, I would like to add this to the list: focus on the product/service itself.


Here are five easy ways to build something more than quick buzz by focusing on the product/service itself:
1. If you sell a physical product, include a generous book of coupons in the box for people to pass on to their friends and colleagues.
2. Start an exclusive email newsletter just for clients and customers. Include tips and other non-sales content that people will want to forward.
3. Call up 5 customers each week "just to catch up." Listen to complaints and kudos first (and thank them for their honesty). Then ask if they'll tell a friend or colleague.
4. Ask for testimonials from happy customers. Post them to your web site and include it in all your collateral.
5. Make sure your customer service is second to none. Return phone calls on the same day. Always be looking for improvements and ways to make your clients and customers' lives easier. People are thrilled to talk about businesses they LOVE.
This is not rocket science, and it's not a secret. Make people happy, and watch your publicity expand beyond quick buzz and turn into sustainable WOM.
What do you think?
I would love to hear your ideas, too, so please add them in the comments below.