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16 Dec
2014

Karen

Senior Associate Consultant
 

People are inclined to believe what their family and friends say about certain products, services, companies, etc. It works its way in during conversations, and has the advantage of being remembered for a long time.

One of the ways you can get started is through word-of-mouth (WOM) publicity. It is proven to be one of the most influential forms of advertising, because it utilizes the nature of trust.

You need to get the right people to talk about you – but first, you need to determine what they will say. Always put yourself in a positive light. Although negative publicity has its perks, we firmly believe that it will only damage you in one way or another.

To build a positive WOM publicity, you need to live up to what people will say about you. If you want to be known as an expert in your field, then you better be well versed about it.

You need to have the supporting evidence to back up your claims: an impressive resume that outlines your skills and experience, and people who can guarantee for you.

In short, you need to be able to provide a superior skill set and deliver as promised. Remember that you will be “selling” your services eventually to potential employers: word needs to get to them that you are someone worth an interview.

In the course of your networking, your contacts should be able to say, “Hey, he’s great. I need to tell my colleagues about him. They might know someone looking for somebody like him.” In return for this kindness, it would be nice if you can provide something of value to them, too, namely information that you have gathered in the course of your job search.

Word-of-mouth (WOM) publicity is important and relevant to networking because people always put their reputations on the line whenever they would recommend something or someone.

They have to be sure that what they are going to advocate is trustworthy. That’s what makes this form of publicity credible and effective. Know that the person who recommends you receives and expects nothing in return.

This is why it is also important that you nurture your relationships with these people. Not only do you have to make them feel confident enough in your skills and expertise to recommend it, they must also believe in you truly.

This post originally appeared on Linkedin. Written by Ngee Key Chan.

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