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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?

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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