Why You Need Word-Of-Mouth

It pays when customers speak highly of your business.
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People are much more likely to listen to the recommendation of a friend than to respond to a mass-market campaign. They tend to trust the opinions of their close friends and family. So viral marketing may not reach as many potential customers as a mass-market campaign, but the ones that it does reach are more likely to become customers.

Excerpted from 101 Internet Marketing Tips For Your Business