Word of Mouth Marketing: What to say and how to say it, so that people will tell others about you

Ask any professional where their best clients come from and they’ll all tell you the same thing: “Word of mouth.” The problem is, most professionals view word of mouth as a “fortunate coincidence.” Instead, and if you can learn to clearly describe what you do – and in a way that others can understand, remember and share – you will significantly boost both the word of mouth and inbound referrals you receive.

Specifically, this program covers:

• The principles of word of mouth marketing
• Why shiny elevator statements don’t work (and what to say instead)
• Why capability and experience have nothing to do with generating word of mouth
• Why narrowing your business focus is essential
• Why being impressive and being remembered are not the same thing.

Michael Katz is Founder and Chief Penguin of Blue Penguin Development, Inc., a Hopkinton firm that specializes in helping solo professionals develop a clear niche for their work. He is the author of three books, and has published over 350 issues of his newsletter, “The Likeable Expert Gazette,” a twice-monthly newsletter for solo professionals, with over 6,500 subscribers in more than 40 countries.

Since launching Blue Penguin in 2000, Michael has been quoted in The Wall Street Journal, The New York Times, Business Week Online, Forbes.com, Bloomberg TV, The Boston Globe and other national and local media.

Michael has a BA from McGill University in Montreal, and an MBA from Boston University.

Michael’s contact information:

Michael Katz

Chief Penguin

Blue Penguin Development, Inc.

www.bluepenguindevelopment.com