About a month ago, I went to a free yoga class being offered by my gym.

I had become well and truly immersed in yoga during lockdown – it helped me through some difficult emotional times, motivated me to get fit, and even helped to cure the chronic acne I’d suffered with for years. I loved it, but over the last few years, I’ve lost my way with yoga and stopped practising it completely.

So when the chance to attend a free, 30-minute class popped up, I went along, expecting to have nothing more than a nice time. As it turns out, I did have a nice time – the teacher was engaging, calm, helpful, and dedicated to what she was teaching. I thanked her afterwards, and told her I’d missed my “time on the mat”.

Rather than rushing off to her next engagement, the teacher stayed and spoke to me. Soon, she began telling me about her own yoga studio, her eyes and voice full of excitement. The studio is just a few miles away from my house, on a working farm where she, her partner, and their child live in a static caravan (they decided to get away from the rat race during Covid, which is when she set up her own studio). Long story short, she invited me to attend a class there the next week.

I went.

As my car bumbled down the long driveway towards what looked like a set of used cattle sheds, I was nervous. Going to new classes is something I often avoid – I fear I’ll make a fool of myself, walk in through the wrong door, or find the practice too hard and have to stop. I pushed through the nerves, hauled my dusty yoga mat off the back seat, and stepped in through the barn door.

The teacher was there, sitting in the low-lit studio with sage burning and calming music playing through the speakers. She greeted me with a smile, remembered my name, and even asked about my journey. I relaxed, sat down, and began the journey back into a practice that has proved life-changing for me in the past.

Fast forward a month, I’m still attending her yoga classes twice a week. Although studio membership is not cheap, that initial interaction made such an impression on me; the studio owner is not just a businessperson, but someone who cares about her clients and is driven to help them stay well.

I went from idly stepping into a free gym class to a fully paid-up member of the teacher’s own studio – and from this, there’s plenty we can all learn about the power of word of mouth, even in the digital age.

No interaction is worthless. Lean into verbal communication

If I find myself in a social situation with people I don’t know very well, my instinct is to “smile and wave” before ducking out and going home at the earliest opportunity.

I’ve always put this down to me being an “introverted extrovert” – I’m great at talking to people, but my energy runs out very quickly and I often need some time alone to recuperate before socialising again.

This being said, the interaction with my yoga teacher has inspired me to act a little differently. Had I not approached her to thank her for the class, we wouldn’t have talked, and the opportunity to discover yoga again might have been gone with the wind.

If you’re a business owner, let’s be honest: you might sometimes become a little fed up with talking to people.

We all have “meaningless” interactions every day. But, if you see these passing interactions as an opportunity to make a connection, you could find yourself in a place you never expected.

What’s more, your clients and customers will value their interactions with you, however small. Remembering a person’s name, showing an interest in who they are, and sharing your passion with them might get you further than simply handing them a business card or asking them to follow you on LinkedIn.

You can combine authentic word of mouth with a glossy digital presence

This isn’t to say that word of mouth alone is enough to take your business to the next level.

In 2024, you need a digital presence. My local yoga studio, for example, has a healthy Instagram following, and an easy click-through link where users can book and pay for classes. After a few weeks of attending, I followed their Trustpilot link and wrote a glowing review – the point is, as you already know, you need to be online!

The great news is that you can combine authentic word of mouth experiences and recommendations with your digital presence (as long as you have the right marketing strategy).

Google reviews, Trustpilot, VouchedFor (a specialist review site for financial planners) – all of these give your clients and customers the opportunity to tell the world how much they love you. Most importantly, they can say it in their own words.

On the other hand, a monthly newsletter and regular social media posts allow you to connect with your customer base (you guessed it, in your own words!). This gives you the opportunity to get to know your clients as human beings, not just extract value from them.

Say it in your own words with The Yardstick Agency

Here at Yardstick, we specialise in helping financial advisers and planners connect with their clients on a deeper level.

We can help to build your brand, incorporating authentic communication with a sleek, efficient online presence.

Want to chat? Email hi@theyardstickagency.co.uk or call 0115 8965 300.