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Spread The Word

When your customers talk...people listen. So why aren't more business owners using the cheapest and easiest form of advertising?

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This story appears in the February 1998 issue of Entrepreneur. Subscribe »

Trucks, shovels and flats of flowers are Fred Anderson's tools for designing and installing custom landscaping. But when it comes to marketing, he has only one tool: the human mouth.

One hundred percent of Anderson Landscape Construction Inc.'s clients come from referrals, either from professional architects and builders or from former clients. That makes the five-person Lancaster, Massachusetts, firm an extreme example of what marketers have always known but are beginning to rediscover and re-emphasize--that word-of-mouth is one of the best tools in any marketer's arsenal.

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