Advertising copy might entice and editorial coverage might persuade, but a word of mouth (WOM) recommendation can be more effective than both put together. Think about the times you’ve used WOM to help you hire a contractor, pick a new restaurant or choose a vacation destination. Chances are you’ve made some of those decisions based solely on an enthusiastic thumbs-up from a trusted friend.

If you’re not using the power of WOM to enhance your business or that of your clients, you may be missing out. Spike Jones with Brains on Fire says you only need some training wheels to get a WOM campaign rolling.

Here’s something you can do today:

Reach out to customers. Do something unexpected like writing thank-you notes to a dozen customers. Not only will they appreciate the gesture, they’ll remember it the next time someone asks about the product or service you provide.

This will take a little longer to implement:

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