How Your Brand Can Benefit From Word of Mouth – The Most Valuable Form of Marketing

Share This Post

The most valuable type of marketing is one you can’t buy. Yes, it’s more powerful than expensive TV commercials, more effective than full page newspaper ads, and packs more punch than 100 Google ads.

We are talking about World of Mouth. It’s when one friend tells another. Called WOM for short, this most primitive type of marketing is by far the most effective.


Because you may not pay attention to or believe an ad, but you always listen to your friend. And you most likely believe what your friend says.

If your BFF Courtney swears Sears is the best store in town, has the best selection, and features surprisingly low prices – you are going to give the Sears store a strong second look. You very well may drive over to the nearest Sears and stroll their many isles.

Would an expensive commercial make you do that? Probably not. But an urgent appeal from a trusted friend has a special power. It can make us pay attention, make us think, and cause us to act.

Here are 5 ways to make WOM work for you:

1. Offer customers a reward for their referral. Tell a friend and get 15% off with your next visit. Telling a friend is WOM. Even though your customer is essentially being paid to say something good about your store, their word is golden in the ears of a friend.

2. “The customer is always right.” We’ve all heard this bit of marketing strategy over and over. It’s been used to much that many customers think it’s a rule of good business.

But the real reason the customer is always right is it keeps BAD word of mouth from damaging the brand. Studies show when a customer has a bad experience, up to 100 people eventually hear about it through WOM. Considering the extraordinary power of WOM, it makes a lot of sense just to give the disgruntled customer a refund, free item, or exchange. That can turn bad WOM into good.

3. Do something extraordinary. Have an outrageous promotion, post a ridiculously low price, or introduce an exceptionally innovative product. Customers like to tell others when the news is just a bit shocking or surprising. This can spur WOM like nothing else.

4. Keep in mind print and web ads and broadcast commercials get most of their power from WOM. One person sees the ad, then tells another about it. That person may tell another creating a chain reaction that eventually reaches dozens of people. Communication scientists call this Multi-Step Flow. It’s surprising very few of us ever think past the initial person who sees the ad, but the reach can be far larger. That is especially true in the current age of Social Media. An experience can be posted to reach thousands of friends.

5. Do something nice. Give two extra donuts, fix the flat for free, throw in some designer sunglasses. This something extra can get people talking and telling friends about your kindness and their good fortune.

Now that you have a good feel for World of Mouth, think of some ways your business can create some. It’s far and away the most powerful type of marketing available. And it’s almost free!

More To Explore


6 Ideas That Will Make Your Mall Kiosk Stand Out

So, you’re making the plunge into the kiosk retail business. You have thought long and hard, weighing the odds of how a mall kiosk would be more profitable than a brick-and-mortar store, and you have decided, “Yes, a mall kiosk retail store is best for me!” With a kiosk, you’re right in the middle of foot traffic. Nobody has to

Retail Tips

Inventory Mastery: Key Elements to Optimize Stock Management

Inventory management is at the heart of every business and is essential for smooth operation. Even in small enterprises where inventory tracking might seem manageable with paper or spreadsheets, minor errors or miscounts can lead to significant financial losses as production and demand increase. Businesses of all sizes encounter various challenges in inventory management. Whether it’s excessive stockpiling, product spoilage,


Get 3 Months Free with the NOVA Integrated Plan

Sign up with our preferred payment processors and receive three months of free service, followed by a promotional rate.

“To Whom It May Concern,

Let me take a moment,out of my very busy day to review my experience of Sebastian Chaviano.
Sebastian is a dream customer service/technical support person. He’s extremely professional and nano-second responsive in every interaction. We’ve even worked on a chronic issue where I learned that his perseverance and patience are also outstanding. Over my 33 years of working in Silicon Valley, I’ve rarely met someone as easy with which to work as Sebastian.

That said, over the past 3 months of getting to know Nova POS, for the first time, I’ve also worked with Frank, Jeffrey, Jose, & Tomer – all provide the immediate service and answers I’ve required. You have a great team at Nova POS. Keep up the good work.”


My name is Mert Firat, and I am the proud owner of multiple flourishing retail chains in a rapidly expanding big city. Since 2008, Nova has been a cornerstone of our ability to operate in a such a fast-paced urban environment. The top-notch customer support team at Nova has consistently exceeded my expectations, ensuring any and all concerns are promptly addressed. The live-support feature has been a lifesaver on several occasions, with expert assistance just a click away. The user-interface of the software is incredibly easy to learn, operate, and teach new employees. This hassle-free experience is imperative for the entire company,  from the CEO to every newly hired employee. What has truly set our experience apart are our account manager and technical support manager, who have been a game-changer in streamlining the process and finding creative solutions. We could not be happier with Nova, and would not be here today without the outstanding experience we’ve continuously been having for the past 16 years.

Kind Regards,