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Spread the Word

Get customers talking, and they'll do your advertising for you.

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This story appears in the February 2005 issue of Entrepreneur. Subscribe »

If word-of-mouth advertising isn't included in your marketing plan, it should be. That's the message of longtime pulpit-pounders on the subject Ben McConnell and Jackie Huba, authors of Creating Customer Evangelists.

They assert that the cacophony of sales messages out there is deafening and desensitizing. McConnell and Huba's solution is to encourage customer evangelism, or word-of-mouth advertising. It's the simple idea of getting people to talk to others about your product or service, and before you know it, buzz is created.

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