Marketing Profs Daily Fix:

Holly Suttmann, a former schoolteacher, started the Black & Light Candle company. Holly really understands word of mouth. She’s proof that every business can master these inexpensive techniques.

Lessons from Holly:

1. Cultivate key talkers. She’s sent me two personal notes and really built a relationship with me.
2. Use samples. People can’t talk about a product they haven’t seen.
3. Make it easy to spread the word. Holly sent me a stack of postcards to forward to friends.
4. Make your talkers look good. She gave me a discount code to share.
5. Add remarkable features. Sometimes you need a reason to talk that is more than the product itself.
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?