"Word of Mouth" is the most powerful form of advertising available. The same person who ignores ads, deletes emails and throws brochures in the "round file" will take notice when their best friend gushes about the fabulous experience they had with your business. So what can you do to encourage people to talk about your company?

Exceed Expectations
People rarely talk about average experiences, but they almost always talk about exceptional experiences - both good and bad. For example, a friend of mine recently returned from a vacation to find water pouring out of his house. A pipe had burst, and his home was flooded. My friend's insurance company responded so quickly and so well that he ended up excited about what could have been a nightmarish experience! Of course, if it had been a nightmarish experience, you can bet that his 250 Facebook friends would have heard about that, too.

Offer a Reward
Whether your referral program is formal or informal, always thank people for sending business your way. Write them a note, give them a coupon, send them a gift, take them to lunch...do something tangible to express your appreciation.

Distribute Freebies
Stay top-of-mind by giving away useful items emblazoned with your company's name and contact information. Look for something your customers will use regularly. For example, a pet store could give away pet food covers or lint removers.

Be Professional In All You Do
Treat everyone with a great deal of courtesy and respect. After all, customers are not the only ones that might talk about your business. Vendors, suppliers, employees, networking contacts, friends, family members, bloggers, etc., are all potential "spokespeople" for your business as well. Be especially mindful of how you handle complaints; in today's digital age, the news about one person's bad experience can quickly spread to thousands of people.