Most people don’t believe it until they experience it themselves – but the most powerful marketing doesn’t come from a clever campaign or expensive media buy. It comes from people talking about you when you’re not in the room. That’s why learning how to build word-of-mouth marketing is one of the smartest moves any business owner or professional can make.
In this podcast episode, I break down several strategies for influence and visibility, but one stands out. Not because it’s easy, but because it’s so effective when done right: word-of-mouth marketing.
The challenge?
Most business owners and professionals don’t know how to build word-of-mouth marketing that feels natural, scalable, and sincere.
Let me share a story that shows what authentic, organic word-of-mouth looks like – and how it can transform your reputation and reach.
In February 2014, after delivering a lecture at a conference for businesswomen, one of the participants approached me and said, “We don’t know each other and I don’t think you’re aware of this, but you changed my life!”
Naturally, I was intrigued, so I asked her how and why I had changed her life.
She shared her story:
“I’m a lecturer, and in the past, whenever I would give a lecture, I would suffer from severe stage fright. It would paralyze me and ruin my lecture, even if I had prepared as thoroughly as I could.
A few years ago, I heard one of your lectures in a different forum, and you said one sentence that really got to me. You said, ‘A lecture is just a conversation, a conversation with many people at the same time.’ And that changed my entire perspective. Since then, every time I start to get nervous before a lecture, I just take a deep breath and remind myself of what you said, ‘A lecture is just a conversation….’ And it’s all thanks to you!”
Of course, I was thrilled to hear how my words had helped her, and I felt fulfilled knowing that my messages were not only practical but also valuable.
But beyond that, I was happy for another reason.
As a mentor, lecturer, author, business owner, or entrepreneur, my goal is to make people think about me, talk about me, and share my insights with others – ideally, with minimal effort and cost.
That woman’s story is a perfect example of one of the most powerful principles of viral marketing:
If you give people something truly useful, a practical tool they can work with, they’ll think about you every time they use it – and they’ll subconsciously give you credit for their success.
I talk more about this principle in this article on social proof in marketing, which breaks down why third-party validation is more powerful than self-promotion.
William Buckley was once asked, “What book would you take with you to a desert island?”
His answer: “A book on how to build ships.”
Now, think about that line in connection with the story I just shared.
The woman had heard my lecture along with hundreds of others. I must have shared hundreds of sentences and tips throughout that talk (those who know how fast I speak can appreciate how many words I delivered!).
Yet, only one of those sentences truly resonated with her and had a lasting impact.
She heard it at the right time, it touched her personally, and it made the entire lecture worthwhile for her.
From that moment on, her actions changed.
Here’s what happens in her subconscious every time she takes a deep breath before a lecture and remembers, “A lecture is just a conversation”:
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She thinks of me (even if it’s only subconsciously… but that’s enough!)
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She credits me for the tip
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She shares my advice with other lecturers when they ask her for guidance
Without me even being aware of it, she became my ambassador.
Now, do you want your customers to hold you in high professional regard and help build your reputation for you, for free, throughout your entire market?
If you’re wondering how to build word-of-mouth marketing for your business, start by giving away tools people can actually use – things they can integrate into their daily lives or work.
They’ll thank you for it,
remember you forever, and – just like that –
you’ll have earned a loyal group of ambassadors.
With love,
Dr. Yaniv Zaid – “Doctor Persuasion”
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