Susan & Bill Menz say, "word-of-mouth marketing rings up profitable sales." We agree. This makes perfect sense: if you don't pay for advertising, you get to keep more of the cash you generate. On the other hand, to get word-of-mouth to happen, you have to invest in what everyone now calls the, "Wow Factor."

Topic for Discussion: How do Susan and Bill get the word-of-mouth to happen?

Answer: Everything about Harpswell is a, "Wow!" The location, the architecture, the grounds, the white paint and the fresh blueberries added to the pancake batter just before it is cooked and served. In addition to all the things you can list and work on yourself for your business, we must add a spiritual dimension. Susan and Bill make people feel cared for. They make people feel important and as if they are the only guests who have ever stayed at Harpswell. This is that intangible that puts the word-of-mouth over the top.

The pure joy of cooking and creating new recipes was recounted in the story they told about Susan whipping up a brand new concoction one morning. It just so happened that her fearlessness won the attention of a guest who is the food editor of the London Times! We suppose that Susan could have flopped and fell on her face that day. We suppose that it is taking a big risk to cook something new for 35 strangers who have paid big bucks to stay at your establishment. But nothing matters to Susan more that having fun and pouring love into every bowl. This is key to the word-of-mouth marketing that they get from the 4,500 guests they will have during the course of a year.

Topic for Discussion: How does one get word-of-mouth marketing in print?

Answer: The bed and breakfast business has plenty of writers creating travel guides in the form of books and magazines. Harpswell Inn at Lookout Point is written about in many of these guides including Fodors, the London Times, Yankee Magazine, Down East and Connecticut Magazine.

You can't just send out a press release and expect the publications to pick it up. There has to be a certain enthusiasm and love of the work, because it is that affection that creates the unique stories that the editors want. We suggest you invite an editor to lunch and talk about your favorite customers. This person will be amazed that you are not talking about yourself and as a result will write generously about you.

You think about it: Have you ever made a list of the publications you would like your business story to appear in? Can print about your business stimulate some word-of-mouth? What action can you take to stimulate more word-of-mouth advertising?