- Paperback: 272 pages
- Publisher: AMACOM; 2 edition (April 21, 2011)
- Language: English
- ISBN-10: 0814416683
- ISBN-13: 978-0814416686
- Product Dimensions: 6 x 0.6 x 9 inches
- Shipping Weight: 15.2 ounces (View shipping rates and policies)
- Average Customer Review: 38 customer reviews
- Amazon Best Sellers Rank: #1,921,257 in Books (See Top 100 in Books)
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The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth Paperback – Special Edition, April 21, 2011
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"…an excellent and very much recommended read, a top pick for any business leader." --The Midwest Book Review
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.
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Most small businesses without a large marketing budget or pre-established brand or product won't find much of this book relevant. I find this ironic since word of mouth is generally regarded as a method accessible to smaller businesses. If you work for Coke or Dell this book is for you. If you just started a new online business or small restaurant this book is probably not for you.
So this book was a major turn-around for me. I found it very useful, practical, detailed, un-hyped, and respectful of customers. Silverman helped me set up a word-of-mouth marketing plan for my business that was coherent, understandable, and worth the effort. This book also made me think again about unproductive marketing I was doing--such as advertising in the newspaper, which reached nobody whom I wanted to reach. For these reasons, besides that of helping re-tune my tin marketing ear, this book gets a BIG 5 stars.
Silverman begins by putting forth his theory that the best way to dominate a market is to shorten the customer decision process. He then shows why word of mouth marketing is the best strategy for shorten the customer decision process. The bulk of the book is a step by step plan for generating various types of word of mouth. The information is well organized and clearly presented and, unlike many business books, is not just a promotion of his consulting service, but rather a handbook of everything that Silverman has learned in his many years of consulting.
If I were going to read only one book on word of mouth marketing, this would be the one.
I am a dreamer and a visionary and this book helps me to see clearly how my dreams are and will be increasingly fruitful.
I will update this review when I'm done.
I think you will be very pleased with this book.
To actually go viral, you need to offer something that is not the usual, boring, and predictable. "It's more important to be different than better" in order to set yourself apart from your competitors. People are not going to spread the word about what you do unless it's remarkable. Give them something to talk about if you want them to share your product or service with their network. Ultimately, testimonials carry more weight than a detailed list of the features you, as the seller, think are important.
How can you be extraordinary? With more and more automated phone lines, an obvious way to provide service worth talking about is simply by being available. Do you answer the phone? Are you responsive to customers? View your customer service as an extension of your marketing efforts and that will take you far.
Another way to be seen as worth talking about is by treating your fans differently. Give them inside information about what's next or special offers to pass along to their friends. The power of word-of-mouth as it travels from one friend to another is that it's based on experience.
Remember, you cannot "create" viral. That's a decision made by your loyal customers. However, you can create something unique which increases the likelihood of people talking about you.... in a positive way.
Disclaimer: I received this book for free from AMACOM.