By Kim T. Gordon

Most everyone agrees -- there's no better advertising than word-of-mouth. After all, a customer who calls you following a personal recommendation from a friend or colleague is more likely to buy. And that makes the pursuit of positive word-of-mouth every entrepreneur's Holy Grail.

Today, marketers have created a science out of winning word-of-mouth (WOM). There's even a Word-of- m outh Marketing Association (WOMMA.org) for marketing professionals charged with building word-of-mouth for their companies. The truth is, the right kind of talk doesn't always come cheap, and you have to actively pursue WOM. For maximum results, build a formalized WOM program using at least one of these three major tactics:

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