Overcoming buying habits is difficult. However, once you realize that the majority of people locate a new product or service based on personal recommendations, not advertising, you have at least half the battle won. To win the other half, you must make your loyal customers, employees, suppliers and friends an integral part of your marketing plan so that your business will be recommended enthusiastically and often.
Marketing Without Advertising – Michael Phillips and Salli Rasberry, Chapter 2, p. 5
It not the money you make; it’s the money you save.