I have so many testaments to it right here in this room as I type this message to you.

My phone and earbuds, recommended by my husband after he'd gotten them and liked them.

The book on my nightstand that I haven't read yet (and let's be honest, probably won't get to before I need to return it to the library)?

Only there because someone recommended it, unprompted, on a group call I was on.

Even this email software I'm using to send you this message? I only have it because I'd seen it recommended by several business owners before I finally took the plunge.

I've said it before and I'll say it again: The best marketing you'll ever receive is someone writing your web address on a crumpled napkin in the school pick up line (aka word of mouth marketing).

Guess what's the only marketing channel that's still around from the time of Jesus (that yes, He used too)?

Word of mouth.

On the flip side, what is the marketing channel that's hardest to control?

Also word of mouth.

I think that's honestly why it's the most effective — it feels the least "tainted" of all the marketing channels.

One stat I found said that 88% of people trust recommendations from family and friends.

(I have a feeling that 88% of people don't feel the same trust for advertising or social media.)

Because in a digital world where it feels like nothing is real anymore, a real, live human right in front of you giving you a recommendation and getting literally nothing in return for telling you about it?

That's the only thing that can't be faked.

Now, just because we can't control it doesn't mean we can't do anything about it.

No, you can't control what's said or force people to share about what you do.

But you CAN create an incredible experience that exceeds expectations so much that they feel compelled to talk about it.

(Like all the people in the Bible who witnessed what Jesus did and then told their friends and family, unprompted — sometimes even against Jesus' direct wishes.)

And you CAN ask people to share about you through reviews, testimonials, referrals, user-generated content, etc.

(Like Jesus did when He sent out the 12 and the 72.)

The key is actually asking. Because otherwise, yes, people may just share of their own volition.

But you're taking a big risk of one of their friends or family asking just the right recommendation question that prompts them to think of you.

Versus when you ask people to share, it calls them to action and gets them thinking about who they can share it with, without waiting for someone to ask just the right question of them.

I saw another stat from Hubspot that said we bring up specific brands in casual conversations 90 times per week on average.

We want to make sure yours is one of them.

So this week, I'd encourage you to find one way that you can try to foster word of mouth marketing from your audience.

You can set up a whole referral program, add more notable/naturally shareable experiences to your offerings, or just simply ask your past people to review or share with a friend. Just capitalize on it in some way, because it works.

Just ask the early Christians who defied math with astounding rates of growth based solely on the Word meeting word of mouth marketing.

Oh and while you're at it...

...if you know of someone who would love this newsletter...well, you know what to do. :)

For His greater glory,

Emily

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