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Andy Sernovitz

Word of Mouth Marketing: How Smart Companies Get People Talking Paperback – January 31, 2015

by Andy Sernovitz (Author), Guy Kawasaki (Afterword), Seth Godin (Foreword)

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THE NEW YORK TIMES, USA TODAY MONEY, AND AMAZON BESTSELLER

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.

Print length

240 pages
Language

English
Publisher

PressBox Publishing
Publication date

January 31, 2015
Dimensions

5.9 x 0.7 x 8.9 inches
ISBN-10

0983429030
ISBN-13

978-0983429036
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Editorial Reviews

About the Author

Andy Sernovitz teaches word of mouth marketing.

He's the leader of the word of mouth movement, which teaches companies to earn the respect and recommendation of their customers. He's passionate about marketing ethics and travels the country teaching companies how to be nicer to people.

He runs 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.

You can read his fantastic blog "Damn, I Wish I'd Thought of That!" at damniwish.com.

Product details

Publisher ‏ : ‎ PressBox Publishing; 4th edition (January 31, 2015)
Language ‏ : ‎ English
Paperback ‏ : ‎ 240 pages
ISBN-10 ‏ : ‎ 0983429030
ISBN-13 ‏ : ‎ 978-0983429036
Item Weight ‏ : ‎ 13.1 ounces
Dimensions ‏ : ‎ 5.9 x 0.7 x 8.9 inches

Best Sellers Rank: #405,988 in Books (See Top 100 in Books)
- #240 in Retailing Industry (Books)
- #654 in Advertising (Books)
- #2,666 in Marketing (Books)

Customer Reviews:
262 ratings

Customer reviews

5 star		66%
4 star		19%
3 star		8%
2 star		4%
1 star		4%

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Top reviews from the United States

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M. G. Smith

An Interesting - if Drawn Out - Read

Reviewed in the United States on December 31, 2018

Verified Purchase

Most business books seem to contain a couple - or sometimes a handful - of good ideas stretched into far too many pages. The problem being page count pads price. "Word of Mouth Marketing" presents some valuable ideas. But you have to wade through too much excess verbiage to get them. If you're looking to boost your marketing reach organically, you'll find good information here. You'll just have to work harder than necessary to get it.

4 people found this helpful

Helpful

Ilya Grigorik

The missing link

Reviewed in the United States on February 6, 2007

Verified Purchase

Andy did an exceptional job on this book - it's easy to read and packed with practical advice. The central theme is focused on the link between customer service and word-of-mouth, or as Andy puts it: "You are the user experience." Bad service is not only expensive, but it can also have disproportionate influence on other customers perception of your company or brand.

Google has become a de facto research resource for many customers, and you better make sure that you join in on this conversation. Andy talks about communication strategies, crafting the messages, and ways to keep in touch with your customers. Word of mouth is as much about customer service as it is about marketing. "Worth of Mouth Marketing" is a great ground-up overview of a highly relevant subject - a highly suggested read.

2 people found this helpful

Helpful

Julia

Outdated

Reviewed in the United States on June 25, 2018

Verified Purchase

This book is outdated but I'm sure was good for the time

3 people found this helpful

Helpful

Dr. Yuval Lirov

Treasure of practical advice to increase sales using modern technology

Reviewed in the United States on February 1, 2009

Verified Purchase

Here is a quick example of the tremendous value of Andy's book: Suppose your average client lifetime is 48 months and the average monthly client revenue is $100. If the talker refers 5 clients, then the average value of the talker is $24,000. Suppose you only discover one talker using the techniques taught by Andy Sernovitz. Where else can you learn to generate 96,092 percent ROI on a $24.95 investment in a book?

But the book's value keeps growing as Andy teaches how to identify and handle a **negative talker**, and how to create a **positive talker converted from negative talker**. Whenever you have a "problem client," Andy offers a simple choice: leave a problem to fester and risk losing $24,000, or create a potential for $48,000.

This book is a real treasure of practical advice to increase your sales by leveraging word of mouth marketing and modern Internet strategies.

Yuval Lirov, Medical Billing Networks and Processes - Profitable and Compliant Revenue Cycle Management in the Internet Age

4 people found this helpful

Helpful

VALDEZ LASARTEMAY

The results are measurable

Reviewed in the United States on December 2, 2020

Verified Purchase

We all know bad news travels fast, but good news can be manufactured by treating people in exceptional ways making business fun and enjoyable for the business and customers alike. This book is a solid blueprint for value creation abetting the word out.

Reviewed in the United States on January 6, 2020

Verified Purchase

I highly recommend this book. It has brought a lot of strategy into my thinking of marketing. Advertising. Word of mouth is the true engine of marketing

Helpful

Lois Kelly

Creative, practical ideas you can put to work right away

Reviewed in the United States on April 4, 2007

Verified Purchase

Andy gives us practical and creative ideas we can put to work right away -- and writes in a no-nonsense, accessible style. I always like books that I keep on the bookshelf to refer to when I'm about to start a project. This is one of those. I especially like the little nuggets of creativity, like taking business cards you've just received, gluing your own logo on the back, using a laminator to turn them into luggage tags and sending them back the person you just met. A small thing that not only gets people talking about you, but remembering you. My book Beyond Buzz: The Next Generation of Word-of-Mouth Marketing is being promoted on Amazon with Andy's. We come at the topic differently and I can see how the books complement but don't overlap.

One person found this helpful

Helpful

A. Florenzano

Exciting message, accessible style

Reviewed in the United States on October 4, 2007

Verified Purchase

I loved this book not only for the specific word of mouth marketing tips, but for the enthusiasm Sernovitz brings to the subject matter as well.

I am nobody you've ever heard of - just a woman starting her own business. Sernovitz made me realize that there is a whole new way of doing things, a whole world out there that I have had no connection to.

First, this book made me feel not so bad about my lack of experience, because plenty of people with experience are just not getting it! And second, Andy's book taught me that if my business was going to have an internet presence I'd darn well better get up to speed on how to become a part of the online community and be as smart as I can about making sure people know about my product, find my website, and buy! I'd better blog - I'd better get out there - I'd better make connections, and friendships, and be a part of the conversation!

"Word of Mouth Marketing" has an exciting message and is very accessible even for the novice. This book should be a part of anyone's Business 101 learning, and I highly recommend it.

One person found this helpful

Helpful

Top reviews from other countries

Keith Farrell

I thought this was an excellent book, with only two minor caveats

Reviewed in the United Kingdom on June 7, 2017

Verified Purchase

I thought this was an excellent book, with only two minor caveats. The message of the book is very strong and very valuable, and even though I have worked with word of mouth advertising for several years, the book provided some points of view and models that I hadn't necessarily thought through completely before. I was delighted to find several useful pieces of information in this book.

There is a lot of repetition, but in my opinion this is not because the author ran out of things to say, it was more to hammer home some very important messages, such as doing business honestly and ethically, and that dishonest business practices always end up coming to light and the consequences are not worth it. Such repetition is therefore not a bad thing, although it was perhaps overstated a little in places.

The other minor issue is that the book had the misfortune to be written in the first decade of the 2000s, when the use of the internet was only beginning to blossom into what it is now. Therefore, although it talks a little about how to use the internet to help with word of mouth advertising, it shows its age in this sense, and some things have changed quite a bit in the ten years since the book was published. The core of the message remains unchanged, however, it's just that the specific examples to do with the internet are no longer as useful as they must have been at the time of publication. I do not feel that this harms the message at all.

So, these two minor caveats do not detract from the book in any meaningful way, and there is so much valuable information in here for someone setting out to open a new business, or even for someone looking to re-invigorate an existing business. Well worth the purchase.

John J. Williams

Lot's of fluff and embarrassingly obvious

Reviewed in the United Kingdom on June 20, 2020

Verified Purchase

This book has 4.5 star rating which just goes to show you can't trust the star ratings as they are very subjective. The first 60 pages tells you what a dictionary would have told you in two lines. The sparse information is obvious, for example word of mouth makes you more money because it's free advertising and reduced customer acquisition costs. You don't say!

Zombeez

A little gem

Reviewed in the United Kingdom on March 4, 2019

Verified Purchase

Fab handbook whether you're a start up or a professional marketer. Outlines simple but effective techniques to kick off or WoM or reconsider WoM as part of your overall marketing strategy.

cellomerl

It’ll Do

Reviewed in Canada on May 11, 2019

Verified Purchase

A book full of good ideas, none of which is new, and stuffed into short pieces that seem like a bunch of blog posts stitched together to make a book. The statements appear mainly to be the author’s opinion. But it had a few good moments (mostly the case study anecdotes).

JLV

Repeat and repeat and repeat.....

Reviewed in the United Kingdom on November 28, 2006

Verified Purchase

OK, world of mouth is the most effective advertising. And in case you didn't get it, it will be explained through 60 pages. Then, finally we go to some practice: refer-a-friend scheme (that's already 2 years ago...), blogs and boards (nothing new), making people talk about yourself... with some few cases of interesting ideas already put in practice. We all know that enthusiasm is not a strategy, and devil lies in details of implementation, which are critically lacking in this book. So if you already have read any other book about word of mouth, you won't learn anything. If, like many Managers, you don't know anything about blogs, forums, communities, and importance of customer service, then you can start reading this book - and to confirm your sudden conversion to this new idea, distribute it to your commercial staff who already knows everything about it.

12 people found this helpful

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