If you can convince family and friends to recommend a product or service, then you're a long way down the road to making the sale. But how, just exactly, do you get friends and family to make a recommendation? That is the grail that most marketers seek and few find. According to ZenithOptimedia, word-of-mouth (WOM), specifically those recommendations from family and friends, ranked highest in purchasing influences in the firm's Touchpoints ROI Tracker study. How do brands that generate positive word-of-mouth and personal references do it?

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