What is Word of Mouth Publicity?
Basically, when one person likes something and recommends it to a friend or acquaintance, it becomes a word of mouth publicity for that product. We do this all the time without even thinking. When we tell someone, "Hey, this book is great, you must read it!", we are actually promoting the book through word of mouth. This happens with all kinds of businesses.
Since MLM is a concept that involves prospecting, word of mouth publicity works in a large way here. As people talk to each other about the opportunity, they are publicizing the idea to others and indirectly helping in building the network. MLM sponsors always urge their interested prospects to spread the word about the opportunity to their family and friends because that can have a much greater impact on them.
What are the Pros of Word of Mouth Publicity?
A friend's recommendation can go a long way when compared to a promotional pitch by an unknown person. When the prospects are roped in to speak to other people about the concept, there is a trust factor at work. People who listen to the idea will be better convinced by a known person. Hence, the chances of success are high.
MLM sponsors do not need to invest anything here, not even time. The word of mouth publicity works of its own accord and the only thing that the sponsors will see are the results.
What are the Cons of Word of Mouth Publicity?
There are at least two levels at work here – first, the prospect must be convinced that the idea is interesting and second, the referred person must be convinced about it too. The recommending can go on deeper as the referred person can refer it someone else and so on. Because of the various nodes here, there are several ways that the chain could break.
The business must really have something unique and must be interested so that it gets the value for word of mouth publicity. In a competitive world, people will refer only the best opportunities to their families and friends. Of course, some incentives can be given to people who agree to promote, but then it does not exactly fit the bill of the word of mouth form of publicity.