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.
|Publisher:||Greenleaf Book Group, LLC|
|Product dimensions:||5.90(w) x 8.90(h) x 0.80(d)|
About the Author
Andy Sernovitz teaches word of mouth marketing and social media. He is the New York Times bestselling author of Word of Mouth Marketing: How Smart Companies Get People Talking. He leads SocialMedia.org, the community for social media leaders at the world's greatest brands, and WordofMouth.org, where marketers and entrepreneurs learn to be great at word of mouth marketing.
Andy taught word of mouth marketing at Northwestern University and internet entrepreneurship at the Wharton School of Business, ran a business incubator, and started half a dozen companies. He created the Word of Mouth Marketing Association and the Association for Interactive Marketing. His fantastic blog is called "Damn, I Wish I'd Thought of That!" (http://damniwish.com).
Learn more about Andy:
• Blog: Damn, I Wish I'd Thought of That! (http://damniwish.com)
• Book: Word of Mouth Marketing (http://wordofmouthbook.com)
• WordofMouth.org: Learn Word of Mouth Marketing! (http://wordofmouth.org)
• SocialMedia.org: For Big Brands (http://socialmedia.org)
Table of Contents
Foreword Seth Godin vii
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
Most Helpful Customer Reviews
A good quick read. The five T's and the Word of Mouth Marketing Manifesto is very interesting and simple. Very good insight.
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.
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.