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Word of Mouth Marketing: How Smart Companies Get People Talking

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FROM THE NEW YORK TIMES, AND USA TODAY MONEY

Foreword by Seth Godin. Afterword by Guy Kawasaki.

Master word of mouth marketing with this fun, practical, hands-on guide.

With straightforward advice and humor, word of mouth expert Andy Sernovitz will show you how the world’s most respected and profitable companies get their best customers for free through the power of ...

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Word of Mouth Marketing: How Smart Companies Get People Talking

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Overview


FROM THE NEW YORK TIMES, AND USA TODAY MONEY

Foreword by Seth Godin. Afterword by Guy Kawasaki.

Master word of mouth marketing with this fun, practical, hands-on guide.

With straightforward advice and humor, word of mouth expert Andy Sernovitz will show you how the world’s most respected and profitable companies get their best customers for free through the power of word of mouth.

Learn the five essential steps that make word of mouth work and everything you need to get started. Understand how easy it is to work with social media, viral marketing, evangelists, and buzz. Start using simple techniques that start conversations:

-    3 Reasons People Talk About You
-    4 Rules of Word of Mouth Marketing
-    5 Ts of Word of Mouth Marketing
-    6 Big Ideas: Deep Stuff That Changes Marketing Forever

Find out what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner -- and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion -- and why some multi-million-dollar advertising campaigns fail to get noticed.

Open your eyes to a new way of doing business: Honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their friends.

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Editorial Reviews

-Guy Kawasaki
 
"I highly recommend this book because it is so practical, tactical, and hysterical."
-Bob Garfield

 "Read this book to relearn what you always knew just in time for it to change your business life."
-Peter Fader

'No one knows word of mouth (the good, the bad, and the measurable) better than Andy Sernovitz.'
-- Emanuel Rosen

"A quick, practical, and extremely useful guide to word of mouth marketing."
-- David Godes

"This book is to Gladwell's The Tipping Point as engineering is to physics. If you want to understand the deep sociological theories behind interpersonal communication, this isn't the book for you. If you want to understand how to harness interpersonal communication to drive your business, then buy this book."
-- Jack Trout

"Great book on WOM. Nicely written."
-- Bob Garfield

"It's brief. It's elementary. It's obvious. But the truth often is. Read this book to relearn what you always knew just in time for it to change your business life."
-- Jackie Huba and Ben McConnell

"Word of mouth is the valuable currency in today's advertising-saturated world. Andy Sernovitz has written a book packed with ideas on how to do word of mouth marketing the right way."
-- Geoff Ramsey

"Andy brings it together perfectly: the vision, the strategy, and the practical how-to. It's all here."
-- Brad Santeler

"It's an actionable guide for anyone looking to capture the power of word of mouth. Andy has written a book that shows just how simple it is to get people talking about your business. You should read this book and then tell a friend."
-- Ed Keller and Jon Berry

"A primer chock-full of great stories, tips, and exercises to make you a better word of mouth marketer, no matter what size company you work for. Read it, and you will increase your influence with your customers and make yourself more influential in your company."
-- Bob Pearson

"It's easy to agree that word of mouth is important. But it's time to become students of how it works and why it is so valuable to our customers. Start or continue your journey by reading this book."
-- Greg Stielstra

"Andy's approach is practical, affordable, and, best of all, ethical. Don't waste your money on mass marketing: Spend it on this book and start people talking."
-- Don E. Schultz

"The coolest book on the hottest topic in marketing and communication. Andy tells it all and tells it like it really is. The Five Ts are the best organizing framework for word of mouth I have seen yet. Use them and profit. No hype. No smoke and mirrors. No overblown promises."
-- George Silverman

"There is no wasted word in this practical guide. Pure nuts-and-bolts how-to's for people who want to start implementing a word of mouth marketing program today. Other books cover the theory, but Andy gets to the actual action best."
-- Mark Hughes

"Another must-read if you're at all interested in word of mouth marketing."
-- MaryLee Sachs

"Andy Sernovitz's book will give all marketers a reason to talk. Sernovitz not only legitimizes word of mouth marketing, he provides THE road map to what drives it."
-- Jonah Bloom

"As I read through Word of Mouth Marketing, I felt, more than anything else, relieved. Relieved that we finally have a marketing author who understands the simplicity (and complexity) of this business; who recognizes that honesty is the only workable policy for advertisers; and who sees that in a flat, information-flooded world, nothing but the right product -- a product fashioned around your customers' needs -- will cut it. Sernovitz has managed to achieve a pretty rare twofer in providing a simple, tactical, how-to guide that anyone could use to improve their communications efforts, while simultaneously sketching out a whole new philosophy for marketers and advertisers everywhere. Oh, and the guy has fun anecdotes and a readable style too. Seriously, I know you're bored silly by all those marketing texts and I am too, but this one's worth your time."
Emanuel Rosen

"A quick, practical, and extremely useful guide to word of mouth marketing."
David Godes

"This book is to Gladwell's The Tipping Point as engineering is to physics. If you want to understand the deep sociological theories behind interpersonal communication, this isn't the book for you. If you want to understand how to harness interpersonal communication to drive your business, then buy this book."
Jack Trout

"Great book on WOM. Nicely written."
Bob Garfield

"It's brief. It's elementary. It's obvious. But the truth often is. Read this book to relearn what you always knew just in time for it to change your business life."
Jackie Huba and Ben McConnell

"Word of mouth is the valuable currency in today's advertising-saturated world. Andy Sernovitz has written a book packed with ideas on how to do word of mouth marketing the right way."
Geoff Ramsey

"Andy brings it together perfectly: the vision, the strategy, and the practical how-to. It's all here."
Brad Santeler

"It's an actionable guide for anyone looking to capture the power of word of mouth. Andy has written a book that shows just how simple it is to get people talking about your business. You should read this book and then tell a friend."
Ed Keller and Jon Berry

"A primer chock-full of great stories, tips, and exercises to make you a better word of mouth marketer, no matter what size company you work for. Read it, and you will increase your influence with your customers and make yourself more influential in your company."
Bob Pearson

"It's easy to agree that word of mouth is important. But it's time to become students of how it works and why it is so valuable to our customers. Start or continue your journey by reading this book."
Greg Stielstra

"Andy's approach is practical, affordable, and, best of all, ethical. Don't waste your money on mass marketing: Spend it on this book and start people talking."
Don E. Schultz

"The coolest book on the hottest topic in marketing and communication. Andy tells it all and tells it like it really is. The Five Ts are the best organizing framework for word of mouth I have seen yet. Use them and profit. No hype. No smoke and mirrors. No overblown promises."
George Silverman

"There is no wasted word in this practical guide. Pure nuts-and-bolts how-to's for people who want to start implementing a word of mouth marketing program today. Other books cover the theory, but Andy gets to the actual action best."
Author, Rules for Revolutionaries - Guy Kawasaki
''I highly recommend this book because it is so practical, tactical, and hysterical.''
Host, NPR's On The Media - Bob Garfield
"It's brief. It's elementary. It's obvious. But the truth often is. Read this book to relearn what you always knew just in time for it to change your business life."
Professor, Wharton School of Business - Peter Fader
"No one knows word of mouth (the good, the bad, and the measurable) better than Andy Sernovitz.''
Author, Anatomy of Buzz - Emanuel Rosen
''A quick, practical, and extremely useful guide to word of mouth marketing.''
Professor, Harvard Business School - David Godes
''This book is to Gladwell's The Tipping Point as engineering is to physics. If you want to understand the deep sociological theories behind interpersonal communication, this isn't the book for you. If you want to understand how to harness interpersonal communication to drive your business, then buy this book.''
Read More Show Less

Product Details

  • ISBN-13: 9781608323661
  • Publisher: Greenleaf Book Group, LLC
  • Publication date: 4/30/2012
  • Pages: 240
  • Sales rank: 189,433
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.80 (d)

Meet the Author

Andy Sernovitz, author of Word of Mouth Marketing (published by Greenleaf Group Press in 2012), is the leader of the "word of mouth movement," which teaches companies to earn the respect and recommendations of their customers. He runs socialmedia.org, the community for social media leaders and the world's greatest brands, and WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing. Andy has taught word of mouth marketing at Northwestern University and Internet entrepreneurship at the Wharton School of Business. He is founder of the Word of Mouth Marketing Association and the Association for Interactive Marketing. His blog, "Damn, I wish I'd Thought of That!," can be found at www.damniwish.com
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Table of Contents

Foreword Seth Godin vii

Preface ix

Introduction xi

A Note to the Reader xvii

Part 1 The Essential Concepts

Chapter 1 What Is Word of Mouth Marketing? 3

Chapter 2 Deep Stuff: Six Big Ideas 37

Chapter 3 The Word of Mouth Marketing Manifesto 59

Part 2 How to Do It

Chapter 4 The Five Ts in Action 63

Chapter 5 Talkers: Who Will Tell Their Friends About You? 71

Chapter 6 Topics: What Will They Talk About? 101

Chapter 7 Tools: How Can You Help the Message Travel? 127

Chapter 8 Taking Part: How Can You Join the Conversation? 163

Chapter 9 Tracking: What Are People Saying About You? 189

And in the End...

Sixteen Sure-Thing, Must-Do, Awfully Easy Word of Mouth Marketing Techniques 201

Creating Your Action Plan 202

Choose To Be Good 204

Afterword: Yet Another Top Ten Guy Kawasaki 205

Thank You 207

About the Author 215

Read More Show Less

Customer Reviews

Average Rating 5
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Sort by: Showing all of 4 Customer Reviews
  • Anonymous

    Posted October 18, 2007

    A reviewer

    People love to talk. Now, thanks to the Internet, they also like to post reviews about the products and services they have experienced. This combination of people talking and a new democratic medium has helped create a variation of marketing based on word-of-mouth. Of course, any good business owner recognizes that word-of-mouth, or customer referrals in the old lingo, is a time-tested form of marketing. But the new twist is that, thanks to increased ad costs, more intense competition and smaller budgets, marketers are stretching to develop new tactics. Enter author Andy Sernovitz and the word-of-mouth concept. The author contends that this is a novel idea, but is it really new? Probably not. Most of the ideas are self-evident and Sernovitz tends to repeat them. While we love a new thing, readers instead might see this as an updated look at a known phenomenon: the power of neighbors who talk to each other.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted April 23, 2007

    HIghly recommended

    This was a great book with timely, practical information that can be immediately implemented. Even if companies implemented only one or two the author¿s suggestions, they would light years ahead of most.

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  • Anonymous

    Posted October 25, 2008

    No text was provided for this review.

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    Posted May 2, 2010

    No text was provided for this review.

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