There is something much more powerful than advertising, and that is word of mouth - the power of your customers telling their friends and family about your business and your products because they love and believe in them. Word of mouth advertising often results in more sales over a longer period of time than traditional forms of paid media. So why exactly is that? Well, customers who become brand advocates have the greatest impact because their opinions are not for sale, and therefore are more believable. A McKinsey study a few years ago showed that word of mouth is the primary factor behind 20-50% of all purchases, and therefore is a highly influential form of advocacy when a customer is buying a product for the first time. If you think about it, this makes sense. If you are looking to buy a new expensive product, who would you trust more? Your friend or family member, who uses the product and recommends it, or an advertisement designed to sell it to you? As a business owner, your goal is to convert leads into sales, but it’s also to get the most from every customer. This means turning customers into your best brand advocates. It won’t happen overnight, brand loyalty and advocacy takes time, but it is well worth the journey.