Earning Word of Mouth Referrals in Unexpected Ways

Word of mouth is often seen as something you earn, not something you can control. And while it’s true that you can’t force someone to recommend you, you can build the kind of experience that makes it easy for others to talk about your business.

Earlier this year, I opened up a limited number of spots for my online marketing services. My original plan included the usual rollout - email blast, social media announcements, the works. But before I hit publish, I mentioned the openings to a few trusted clients and peers.

That one casual mention? It filled every spot.

It was a powerful reminder: personal endorsements are still one of the most effective tools in your marketing toolbox. Below are several intentional ways you can help spark more word-of-mouth in your business, not by waiting for it, but by creating the conditions that naturally inspire it.

Create a ‘Talkable’ Onboarding Experience

Instead of just welcoming clients, wow them in the first few steps.

Send a short personalized welcome video instead of a plain email. Include a quick-start guide or client success checklist they can reference. Mail a handwritten note or branded notepad a few days after onboarding.

When a client feels seen and appreciated right away, they’re more likely to mention your name to others, even before your work is complete.

Build a Culture of Meaningful Check-Ins

Most business owners check in when they need something, such as updates, payments, or feedback. But unexpected check-ins build trust and goodwill.

Send a 3-month “how’s it going?” note to past clients with no pitch attached. Bookmark a client's milestone (grand opening, anniversary, press mention) and acknowledge it. If you're in a service-based business, create an annual check-in tradition to share one insight or resource tailored to each client.

Staying on their radar, without always selling, keeps you top of mind when someone they know needs what you offer.

Give Them Something Worth Sharing

Your best word-of-mouth moment might not be about your service. It might be something you said.

Create downloadable tips, tools, or checklists that clients want to share with others. Post insights on social media that help clients look smart when they share them. Write newsletters that offer fresh ideas they can use or forward to their peers.

When people share something valuable you’ve created, they’re also subtly endorsing you.

Turn Testimonials Into Momentum

Instead of letting testimonials sit quietly on your website, use them to generate conversation.

Create a rotating series of short client quotes for social media. Design a client story carousel or email spotlight with before-and-after insights. Ask clients to record short audio or video clips. Bonus if they’re willing to share it with their networks, too!

Make it easy, make it authentic, and always show appreciation when they do share.

Build a “Whisper Network” That Works

Some of the best referrals come from the not-so-obvious places.

Join or create a small peer circle of aligned businesses that regularly refer to each other. Make a list of professionals your clients often work with before or after you, and nurture those relationships. For loyal clients, create a referral thank-you process—whether it’s a gift, a discount, or just a heartfelt note.

You don't need a flashy referral program. You need a system that feels genuine and repeatable.

Make Word of Mouth Work on Purpose

Word of mouth isn't just a happy accident! It’s something you can quietly design into your client experience. When someone is delighted, informed, and cared for, they’ll talk about you. When your resources are helpful and your follow-up is consistent, you stay top of mind. And when you show up with heart and intention, others do the same for you.

Here’s to creating the kind of business people can’t help but recommend!