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The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth Paperback – April 21, 2011


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Product Details

  • Paperback: 272 pages
  • Publisher: AMACOM; Second Edition edition (April 21, 2011)
  • Language: English
  • ISBN-10: 0814416683
  • ISBN-13: 978-0814416686
  • Product Dimensions: 9 x 6 x 0.7 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (36 customer reviews)
  • Amazon Best Sellers Rank: #811,411 in Books (See Top 100 in Books)

Editorial Reviews

Review

"…an excellent and very much recommended read, a top pick for any business leader." --The Midwest Book Review

Book Description

The first edition of The Secrets of Word-of-Mouth Marketing provided readers with step-by-step guidance for constructing a word-of-mouth marketing campaign that would penetrate successive audience tiers and build sales exponentially. Extensively revised to reflect the profound changes in the marketplace, from new attitudes and communication methods, to new ways of relating to increasingly wary Web 2.0 customers, the second edition of this groundbreaking book shows readers how they can move beyond traditional approaches to inspire the kind of word of mouth that catches fire and generates revenue.

Featuring enlightening case studies and examples, as well as an updated version of the author’s innovative Decision Matrix for identifying potential buyers and determining and crafting the right kind of message, The Secrets of Word-of-Mouth Marketing simplifies the process of choosing the delivery method, harnessing the power of influencers, and measuring results. From how to navigate the latest digital media to what Malcolm Gladwell got wrong, this is still the last word on word of mouth.

Customer Reviews

I highly recommend this book to experienced marketers and the new business start-up.
James D. Nichol
After spending one hour reading his book I was going to write a very positive review because I was immediately impressed with the book.
Jake Eagle
In addition to the wealth of wisdom you'll find an entertaining and easy to read book.
Eric Weiss

Most Helpful Customer Reviews

64 of 67 people found the following review helpful By Joshua Padnick on July 3, 2003
Format: Paperback
I'm a graduate from Wharton and a professional marketing consultant. When I first began doing marketing professionally, I longed for an integrated theory to guide me in whatever marketing challenge I would encounter. I started by turning to some very general marketing books ("The Portable MBA in Marketing" was one), but was quickly turned off by the stodgy tone of these books and the excess of information that beared almost no relevancy to everday marketing challenges! It seems the only thing classical marketing was albe to suggest was to find out as much as you can about the customer and then profile him, segment him, test out concepts on him, and keep doing this until you've found something that works.
That approach seemed too brute force to me, so I continued looking around for my grand unified theory. Not at all thinking I'd found my golden chalice, I noticed George Silverman's "Word-of-Mouth Advertising" in the bookstore and was intrigued by the prospect of sysmetically generating word of mouth.
After reading it, I realized I'd finally found my theory. In fact, what I considered my ultimate marketing theory was only the foundation for this book! Silverman then went on to use these ideas to discuss how to create systematic word-of-mouth campaigns! The grand theory, by the way, is simply modeling the customer buying process--not a huge innovation at first glance, but when presented by Silverman it becomes clear just how overlooked an idea it is. I've seen the customer buying process in marketing textbooks before, but it was never presented as the foundation for all marketing everything as, in my opinion now, it should have been.
The remainder of the book discusses how word of mouth works, the different levels of word of mouth, and plenty of other ideas.
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35 of 37 people found the following review helpful By Ron Richards on May 15, 2001
Format: Paperback
There are several good books on word of mouth and viral marketing (and I read everything on the topic), but none like this - written by a master implementer. Silverman reveals previously secret techniques he personally implemented for his clients in dozens of competitive wars. And because he's done it all first hand, he's able to illustrate every principle with fascinating real-world marketing examples. No one knows where word of mouth fits into the sales and advertising cycle better than Silverman. He's at the forefront of turning the whole field into a technology and a new media - treating word of mouth as something you can massively cause, not just a side-effect of a great product or PR. He spells out the principles, strategies, and specific techniques - many of which he invented - and how they relate to each other and to other media. The book is full of checklists of do's and don'ts, many of which aren't at all obvious. He explains how to maximize the leverage, getting 5-10 times more per promotional dollar spent. (Was there ever a better time for that?!) Heaven help your competitors who haven't read this book after you have.
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30 of 32 people found the following review helpful By Bruno Levy on March 15, 2004
Format: Paperback
I have 10+ years of experience marketing and launching high tech (and non high tech yet innovative) products of various sort and i found this information both accurate, invaluably concise and making good business sense. I find it an excellent complement to more theory oriented books like the "tipping point" and the "anatomy of buzz".
These last two books will explain you how words of mouth works but will not give you any really in depth insight about how you can make words of mouth work for you. "The secrets of words of mouth marketing" does.
To give just and example: the "decision matrix" described in chapter 5 is an extremely concise and rich tool for anticipating the concrete information that customers need to hear in order to decide about a product. For instance if you are currently targeting early adopters kind of customers then the matrix will tell you the exact content of what they need to hear in order to help them "decide to decide", "weigh information in your favor", "engage in a trial" etc. The decision matrix will also tell you what middle majority/pragmatist customers will need to hear to make the same kind of decisions and of course it's not at all the same (those of you wondering what I mean by early adopters, middle majority etc will find the info in the book -- this belongs to the diffusion of innovation theory of Everett Rogers something that any person seriously interested about words-of-mouth need to know about anyway by reading the two other books or this one).
You might have notice that in the previous paragraph I have been speaking about what customer "need to hear" and not what your company "needs to tell them".
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16 of 16 people found the following review helpful By Allan F Gorman on September 30, 2003
Format: Paperback
I recently cracked George Silverman's book called The Secrets of Word of Mouth Marketing and boy, is it an eye opener!
Being a veteran of Madison Avenue, and purporting to be someone who helps companies realize market leadership, I was unconsciously making the same mistake that most marketing people do -- by overlooking one of the most important audiences for the strategies and the materials we create.
Usually, sophisticated marketers (like myself) will craft marketing materials (just like this article) in order to convince recipients (like you) about the superiority of our products or services, with the expected end-result being an inducement to trial.
But where we invariably drop the ball is in overlooking how most customers actually make their decisions to buy. Rarely is it the direct result of our marketing efforts alone. Most often, their "go/no-go" is the direct result of an endorsement or recommendation -- word-of-mouth.
Geroge illuminates this often overlooked and powerful marketing tool and gives practical advice on how to use it.
Take my advice and read it and then pass the word!
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