The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth - Softcover

Silverman, George

Softcover

ISBN 10: 0814470726 ISBN 13: 9780814470725

Publisher: Amacom Books, 2001

Synopsis

"In this thorough, useful book, Silverman tells you what matters. Buy it now . . . before your competition does."--- Seth Godin, author, Unleashing the Ideavirus

"A fabulous road map to highly effective, very inexpensive marketing."--- Alan Weiss, Ph.D., author, The Ultimate Consultant

Nothing moves sales more powerfully than word of mouth. This seemingly mysterious, unstoppable force doesn't merely happen by chance, though---and the good news is that you can systematically create a smart, effective word-of-mouth campaign without the gigantic budgets associated with traditional, "old school" marketing efforts---if you know the "Secrets."

But a lot has changed since the first edition of The Secrets of Word-of-Mouth Marketing introduced the world to the groundbreaking marketing strategy that would come to be looked on as simple common sense. In the world of Web 2.0, social networking, blogs, YouTube, review sites, and more, the only way you can stay ahead of the curve---and prevent overload---is to uncover and understand the secrets behind what makes WOM work.

With step-by-step guidance for constructing a word-of-mouth marketing campaign, as well as enlightening case studies and examples, the extensively updated second edition of The Secrets of Word-of-Mouth Marketing shows you how to manage the "New Marketing" methods and connect with increasingly wary Web-savvy customers.

You'll learn how to construct the message, choose the right delivery method, and harness the power of influencers and peers. You'll discover how to multiply your sales explosively by crafting different messages to target early, middle, and late-stage adopters; shorten the customer's decision-making cycle; and design a WOM-worthy story that will spark the kind of conversation that will catch fire.

No one denies it anymore: The most powerful force in the marketplace is word of mouth. And this influential guide, now brought fully up-to-date, shows you how to unleash the true power of WOM and push your sales into the stratosphere.

About this title

Book Description

"In our hype-infested society, honest and positive word of mouth can multiply sales explosively. But for those who think it happens by chance (as most marketers do), this book will be an eye-opener.

The surprising truth is that word of mouth can be implemented as strategically as any other form of marketing--and at significantly lower cost! This is especially good news for any seller of products or services who must maximize every marketing dollar.

Central to this book is the innovative Decision Matrix, which helps readers identify who their potential buyers are and what messages those prospects need to hear from friends, coworkers, and trusted advisors. This matrix is followed by step-by-step guidance on how to construct an integrated ""no vested interest"" campaign that leverages all channels (including traditional media, the Internet, and PR), penetrates successive tiers of audiences, and builds sales exponentially.

Marketers will learn how to:

* Target the predominate adopter type (innovator, early, middle, late, laggard)

* Create the content--the actual words--needed to accelerate the process

* Identify the sources and delivery mechanisms that will be most persuasive

* Use the wide variety of methods that trigger runaway word of mouth."

From the Back Cover

Praise for the First Edition of The Secrets of Word-of-Mouth Marketing:

“In this thorough, useful book, Silverman tells you what matters. Buy it now . . . before your competition does.” — Seth Godin, author, Unleashing the Ideavirus

“A fabulous road map to highly effective, very inexpensive marketing.” — Alan Weiss, Ph.D., author, The Ultimate Consultant

Nothing moves sales more powerfully than word of mouth. This seemingly mysterious, unstoppable force doesn’t merely happen by chance, though—and the good news is that you can systematically create a smart, effective word-of-mouth campaign without the gigantic budgets associated with traditional, “old school” marketing efforts—if you know the “Secrets.”

But a lot has changed since the first edition of The Secrets of Word-of-Mouth Marketing introduced the world to the groundbreaking marketing strategy that would come to be looked on as simple common sense. In the world of Web 2.0, social networking, blogs, YouTube, review sites, and more, the only way you can stay ahead of the curve—and prevent overload—is to uncover and understand the secrets behind what makes WOM work.

With step-by-step guidance for constructing a word-of-mouth marketing campaign, as well as enlightening case studies and examples, the extensively updated second edition of The Secrets of Word-of-Mouth Marketing shows you how to manage the “New Marketing” methods and connect with increasingly wary Web-savvy customers.

You’ll learn how to construct the message, choose the right delivery method, and harness the power of influencers and peers. You’ll discover how to multiply your sales explosively by crafting different messages to target early, middle, and late-stage adopters; shorten the customer’s decision-making cycle; and design a WOM-worthy story that will spark the kind of conversation that will catch fire.

No one denies it anymore: The most powerful force in the marketplace is word of mouth. And this influential guide, now brought fully up-to-date, shows you how to unleash the true power of WOM and push your sales into the stratosphere.

GEORGE SILVERMAN, an acknowledged expert in word-of-mouth marketing, has been designing successful campaigns since 1971. He is founder and CEO of Market Navigation, Inc., a consulting firm specializing in simplifying customers’ decision steps through word of mouth.

Edition details

• Publisher: Amacom Books
• Publication date: 2001
• ISBN 10: 0814470726
• ISBN 13: 9780814470725
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 272