As we gear up for Word of Mouth Supergenius: The “How to be Great at Word of Mouth Marketing” Conference on December 16 here in Chicago, our fantastic presenters are sharing some word of mouth tips as previews for the day’s 12 how-to classes, 12 real-world case studies, and 6 brilliant author sessions.

Our lineup of speakers includes word of mouth supergenius John Jantsch, author of Duct Tape Marketing: The World’s Most Practical Small Business Marketing Guide. Here John shares a few of the ideas he’ll be discussing in his author session:

It’s about connecting, not automation. The best companies are using the latest communication tools not for automation or as “just another tactic,” but to truly connect and create relationships with customers.

Study first, spend later. Before you pull out your wallet on a big campaign, John recommends testing on small scales with cheap (or free) tools to find what works.

Focus on meeting the customer’s best interests. Doing so — even when you’re on a tiny budget — forces you to be more creative, and often as a result, more authentic.

Check out John’s live preview for more on what it means to be a true duct tape marketer:

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2. Andy’s Answers: Characteristics of a true word-of-mouth marketer
3. Andy’s Answers: How word of mouth will save your brand