Do you get most of your business through word of mouth?

It sounds great, doesn't it? You do such a good job that people spontaneously recommend you to others and your business grows without you having to do much active marketing.

And a few years ago, it was a viable strategy. The economy was growing fast, there was plenty of work around.

And potential clients often weren't aware of the alternative options open to them. If you were recommended by a friend you were often the only option they considered.

Not so these days.

The number one thing I hear from clients with flat or stagnating businesses is “we've always grown by word of mouth – but it's just not working any more”.

You see, the trouble with a business that gets most of its clients through word of mouth is not that there's anything wrong with word of mouth itself. Far from it.

It's that it can lead you to being passive. To waiting for the phone to ring rather than taking active steps to MAKE it ring.

It's great to get lots of clients via word of mouth. Thank your lucky stars if you do.

But don't let your active marketing atrophy. Don't fool yourself into thinking it will last forever. Get to work building your marketing muscles. Building your skills.

When word of mouth ceases to be enough you'll be glad you did.