And, most important ...
6. Create a fantastic product.
The lesson: High-touch, high-quality word of mouth is effective and inexpensive. Are you spending more on cold sales letters and glossy flyers than it would take to get real word of mouth?
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ABOUT THE AUTHOR
Andy Sernovitz is the author of Word of Mouth Marketing: How Smart Companies Get People Talking and CEO of GasPedal, a company that teaches word of mouth marketing to brands of all sizes. His blog is called Damn, I Wish I'd Though of That.
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