The Most Powerful Marketing Tool

It has been said that “word-of-mouth” is the most powerful marketing tool out there, and we concur. However, what exactly is word-of-mouth and how do we get it?

Simply put, word-of-mouth is when someone who is not being paid by you tells others about how great you are. In commerce, this is often a customer who had a pleasant experience with your offering telling potential customers about their experience, which will ultimately motivate them to become customers too. Word-of-mouth can happen privately, or through a testimonial made available to the public at large.


Amazingly though, not every company does enough to capitalize on this seemingly straight-forward approach. Furthermore, there are business owners and managers who are very uncomfortable with the encouragement or solicitation of testimonials. I was once told by a client that it made her feel “icky” …

The explosion of social media and readily accessible information online makes the effectiveness of testimonials exponentially stronger than ever before in history. Those who leverage this tool know how beneficial it is – Those who don’t, erect an unnecessary hurdle in their marketing and sales efforts.

Word-of-mouth can be expressed in several ways, ranging from a simple quote or testimonial to a more detailed ‘Customer Success Story’, to the most elaborate ‘Case Study’. These can be read, heard, or seen (either live or videorecorder). Circumstances, the nature of the product, budget, and other considerations should determine the most appropriate platform for your word-of-mouth marketing.

  • We encourage all of our clients to engage in soliciting some form of word-of-mouth testimonials and sharing that with potential customers. Some of the major benefits of word-of-mouth are:
  • When someone else speaks about how great you are, the message is perceived as objective and more trustworthy
  • Helps build brand trust and credibility and provides proof
  • Perceived as non-‘salesy’ 
  • Helps overcome doubt and skepticism 
  • Lets potential customers feel like they tried your product (‘place’ themselves in the situation) without the risks associated with the purchase

Over the years, we have developed a process and a set of ‘best practices’ to solicit testimonials and the platforms to share them with our clients’ potential customers. Give us a call or click here to find out more about how to make word-of-mouth work for you.

Duke Merhavy, MBA, Ph.D.
President & Chief Marketing Officer

Arizona Commerce Authority Selects Fractional CMO & Marketing

We are delighted to share with you that the Arizona Commerce Authority (ACA) named Fractional CMO & Marketing as a Qualified Vendor to provide manufacturing companies with marketing services, through their RevAZ Program.

The mission of RevAZ is to make every Arizona manufacturer the most successful business it can be. Fractional CMO & Marketing is now supporting RevAZ staff and their clients (Arizona manufacturers) in growing these businesses.

What Is Fractional CMO & Marketing?

Fractional CMO & Marketing is ‘Your Smart Marketing Formula’ when you need expert marketing leadership and marketing services to accelerate growth and improve profitability, but you’re not quite ready to hire a full-time Chief Marketing Officer or your own marketing department

Our unique arrangement is the most efficient, innovative, and cost-effective formula for you. Click on the image on the right to watch a short video.

Take Advantage of Us

Give us a call at 888-412-2236 or click on the button below to request a complimentary Marketing Needs Assessment, or to ask us a question regarding your most pressing marketing or sales challenges.