Marketing: What’s Working Now? Part 1: Word of Mouth

Guest: Jeff Dachowski

Co-Owner | Dachowski Photography
Bedford, New Hampshire

DATE: February 22, 2024

Have you ever asked a fellow business owner how they get clients and get a response like, “All our marketing is word of mouth?” 

What are you supposed to DO with that?

What does “word of mouth marketing” even mean?

How I interpret that answer is that I do my job so well and spoil my client so fabulously that they brag about me to other people = word of mouth marketing. 

But what if there was another way of looking at that answer? 

Well, there is and our guest, Jeff Dachowski, former president of Professional Photographers of America and co-owner of Dachowski Photography, is here to tell us how he looks at word of mouth marketing and how changing the way YOU look at it could do great things for your business.

This episode is the first in a two-part series on Marketing: What’s Working Now.

Jeff sheds light on the essence of word of mouth marketing and shares invaluable insights into how you can leverage this powerful tool to grow your own portrait studio. 

You’ll learn actionable ways to be who YOU are instead of copying the trends du jour. 

Jeff also shares ideas for focusing on the people who are naturally drawn to your brand –the people that “get” you all while maintaining consistency in your messaging and brand identity. 

Jeff will share how he and his wife and partner, Carolle, utilize the concept of a “nag list” in their studio to keep tabs on people they run into when they are out and about and turn them into returning clients. 

Jeff’s strategies for nurturing existing client relationships will help you to spoil your best clients and get them talking about you THE WAY YOU WANT THEM TO TALK and bring in other clients just like them 

Word-of-mouth marketing isn’t waiting around for clients to start talking about you–it starts by giving them something to TALK ABOUT! You’re going to want to take notes on this one.

In this episode, you’ll learn:

  • What word-of-mouth marketing entails
  • How to embrace this type of marketing
  • How to ensure your marketing aligns with you brand and core values

Here’s a glance at this episode:

  • [3:49] – The main thing that is working for Jeff right now is being true to his brand.
  • [4:55] – Focus on the people who are attracted to your brand.
  • [6:51] – Jeff puts less into marketing than most people do and focuses on curating and maintaining the brand.
  • [9:09] – Don’t try to be someone you are not. Be yourself and the core values of your brand.
  • [12:12] – You don’t have to have a “high-end” personality for your brand to luxury.
  • [15:06] – What you say and how you say it will be parroted by your clients.
  • [17:12] – Once you have a solid clientele who understands what you do, it becomes a self perpetuating business.
  • [19:39] – Many creatives are introverts. Jeff talks about connecting with people regardless of what type of person you are.
  • [23:08] – What is a “nag list”?
  • [26:51] – A common mistake is constantly looking for new clients, when you’ve got clients that you could be paying attention to.
  • [28:39] – Jeff shares some of his goals for this year including making sure his website and social media profiles all match and share the same message.
  • [32:07] – When we say word of mouth, we’re not just talking about waiting for someone to talk about you.
  • [34:56] – When you are yourself and speak the language that matches your brand, clients will repeat that same language.
  • [36:48] – Marketing is in layers.
  • [39:10] – Think about the language you use and consider what you want clients to take away as word of mouth.
  • [41:46] – Consider what is in integrity in your brand.
  • [42:39] – Some of the best marketing ideas never make it off the table if they don’t match the values of your brand.
  • [45:08] – It’s not always about the money in marketing. There is also a lot of emotional energy invested.
  • [47:09] – Allison describes the three filters she puts marketing through. She calls these “pillars” and Jeff shares what his are.
  • [49:51] – You can find a document on the PPA website called Priorities and Objectives that is really helpful.
  • [52:54] – Stop chasing. Think about all that you are putting out there and make sure it’s right.

Links and Resources:
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Jeff Dachowski
Website | Instagram

Do The ReWork
Website | Instagram

Allison Tyler Jones
Website | Instagram | LinkedIn