Subscribe to Entrepreneur for $5

How To Get More Customers For Small Business Owners

Tactics For Finding And Keeping Customers

This story appears in the February 1996 issue of Business Start-Ups magazine.

As a small- owner, you put a lot of time, effort and money into advertisements: print and radio ads, billboards, promotions, etc. But what are you putting into your word-of-mouth advertisements? Did you even know you could control what people say about your business? Jerry R. Wilson says you can. He's seen business owners make mistakes that cost them customers and, ultimately, their business from negative talk.

"Talk is not a passive, uncontrollable, amorphous intangible, but a measurable, collectible, manageable commodity that can move results to the bottom line like any other tool," writes Wilson in his book Word-of-Mouth Marketing (John Wiley & Sons).

Continue reading this article - and everything on Entrepreneur!

We make some of our best content available to Entrepreneur subscribers only. Become a subscriber for just $5 to get an ad-free experience, exclusive access to premium content like this, and unlock special discounts.

Entrepreneur Editors' Picks