More than 97% of small business owners claim that word of mouth is their greatest source of new business, yet less than 12% have a structured plan to encourage it. I get it—it's easy to think that just doing good work is enough to generate referrals. Maybe that worked decades ago, but it’s no longer the case. In today’s world, you need a clear strategy to create and sustain word of mouth, and I’m here to share how you can do just that.

The Foundation: Yes, Do Good Work!

Before we dive into strategies, let’s address the obvious: if you’re not delivering quality work, none of this will matter. Your clients need to feel confident recommending you because they consistently receive excellent products or services. Create systems and standard operating procedures (SOPs) that ensure your quality never dips, and customers always experience consistent excellence. However, quality alone isn't enough—it’s just the starting point. Now, let’s talk about how to build on that foundation and really get people buzzing about your business.

Step 1: Know Your Target Market

The first step to creating word of mouth is understanding who you’re trying to impress. Knowing your target market isn’t just about demographics like age, gender, or location—it’s about getting inside their heads. What drives them? What do they value? What are their hobbies and quirks?

When you truly understand your customers, you can do the little things that make a big impact. Let’s say your target audience is full of coffee lovers—maybe you create a unique coffee blend and gift it to them as a surprise. Or perhaps your audience enjoys a good laugh—consider creating content like https://www.distractedthecomic.com/comic strips that resonate with their experiences.

One example I use is a set of stickers we designed for our events. We knew our audience, particularly those with ADHD, would appreciate something that both speaks to their struggles and celebrates their strengths. The first sticker features a cloud filled with typical ADHD traits—creativity paired with an inability to focus on details, procrastination, and easy distraction. But the design also showcases how these traits fuel personal growth. The second sticker is more direct, proclaiming “ADHD is your superpower” with a superhero theme. These stickers aren’t just cool designs—they’re conversation starters that tap into our audience’s emotions and identity.

Step 2: Create Positive Small Surprises

Here’s where the magic happens: small, unexpected delights. I’m talking about little moments that make your customers feel special, seen, and valued. The key is that these surprises don’t have to be expensive—they just need to be personal and thoughtful.

It could be something as simple as finding out your client’s favorite color and always having a pen in that color ready for them when they visit. Or maybe it’s giving a gift card to their favorite local coffee shop (not the generic Starbucks card, but the one that shows you know their taste). At our Grow Retreat, we gave attendees a little spa kit at the end of the first day, designed to help them relax and recharge for day two. Attendees loved it so much that they were posting pictures of the kit online, spreading the word about their amazing experience.

These small touches leave a lasting impression and give people reasons to talk about you. And remember, this is hard to do if you don’t know your target market, so don’t skip that first step!

Step 3: Give Them Something to Talk About

People want to support businesses they love, but they’re not going to shout about you unless you give them a reason to. This is where unique PR stunts, special projects, or community involvement can make a big difference.

For example, we produced a pop ballad music video that took viewers through the emotional rollercoaster of entrepreneurship, ending on a high and inspiring note. Even months later, I still get messages from people telling me how much that video meant to them. It’s something people are proud to share because it’s not just a product or service—it’s an experience that resonates emotionally.

Another tactic is to win awards or participate in community events. Your fans will proudly share your accolades because it gives them social currency—something to celebrate alongside you. Remember, it’s not enough to just do good work. You need to give people talking points that make them feel excited to share your story with their networks.

Step 4: Repeat and Refine

Here’s the reality: word of mouth is a long game. It takes time, creativity, and consistency. You’ll need to keep coming up with fresh ideas to keep the buzz alive. Think of it as training your audience—every time you do something remarkable, those who shared your story before will be more likely to do it again. The more you do it, the more they talk, and the larger your circle of raving fans becomes.

But you can’t just sit back and hope this happens on its own. If you want word of mouth to be a reliable lead generator for your business, you need to take the reins. Regularly brainstorm ideas, test them, and be prepared to adjust as you learn what really resonates with your audience.

The Bottom Line

Yes, word of mouth is incredibly powerful, but it’s not something you can leave to chance. If you want your business to thrive on referrals, you need a strategy. Start by understanding your audience, surprise them with thoughtful touches, give them something to talk about, and keep doing it over and over. When you make it your mission to spark joy and delight your customers, you’ll create an army of raving fans who can’t wait to tell everyone they know about you.

Looking for more ways to ignite word of mouth and build a referral engine for your business? Let’s dive deeper into actionable strategies! Visit thestephaniescheller.com and let’s create a marketing plan that turns your customers into your biggest advocates!