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When Word Gets Out...

Your customers are your best marketers.

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This story appears in the October 2006 issue of Start Up.

Nina Riley knew that to effectively market her clear-liquid flavor enhancer for water, she needed to reach a core group of consumers: those who grasped the importance of drinking enough water. Riley, 47, has a background with the likes of General Foods, and , and she knows the power of word-of-mouth marketing. Riley and co-founder Carolyn Frzop, 50, chose to zero in on the people who would not only buy their Water Sensations product, but would also be brand advocates.

Mary Morel, author of Talk Up Your Business, says that before you launch a word-of-mouth campaign, you should create a well-thought-out plan. "Keep it simple, and really think about what you want out of it. Look at the prospects' point of view."

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