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If you are a business owner, you love word of mouth like the next person. Don’t get me wrong, I love it too. It’s an incredibly strong form of marketing, and the quality of leads that arise out of something like word-of-mouth marketing are fantastic to say the least. That said, if you are relying on word-of-mouth leads to fill your pipeline, it’s going to be an uphill battle.
Why do I say that? Well, it’s easy. You’re essentially just crossing your fingers and toes and hoping that next check just lands on your doorstep. (How awesome would that be??)
And yes, if you have a well-established business, those word-of-mouth quality leads might be coming in. And you should be loving every one of them. And they might be coming in for a solid month or two. But what happens when that pipeline dries up? What happens when the word-of-mouth stops?
That’s right, nothing.
No leads, no business, no incoming money.
Then the panic sets in. Hard.
And that’s what I have seen for a lot of businesses this year. I have seen countless creative business owners (photographers, website designers, coaches, course creators, etc) basically all saying that they are receiving fewer leads (and fewer bookings) than years prior.
And it wasn’t until I started having real-world conversations with each one of these business owners that had these same complaints that I found a commonality.
The common item was that they were relying heavily on word-of-mouth, referrals, being on some form of preferred vendor list, or something similar. Basically, they’re just “hoping” that something comes in because they weren’t actively going out and doing what’s necessary to be omnipresent with those potential customers.
If you just skipped around – don’t get me wrong here. Word-of-mouth marketing is absolutely amazing, and should definitely be a part of your marketing strategy. But only a part of it. Not the whole kit-and-kaboodle.
As a goal, set yourself a deadline of the next big thing you want to accomplish. And push yourself outside of your comfort zone. Get it done, and celebrate when it’s finished. (Remember, done is better than perfect.)
– Kyle Goldie
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