Book Summary: Secrets of Word Of Mouth Marketing
Spread the word about your hot new product or company!
Word-of-mouth marketing is the most powerful and persuasive
weapon you can use, and it won't cost you anything! Based on
George Silverman's years of consulting with successful
word-of-mouth campaigns of his own clients, here is one of
the first resources on how to harness the often
underestimated power of word-of-mouth, and be heard above
the media noise.
1. Word-of-mouth is actually the center of the marketing
2. Just as it is untrue that the sun revolves around the
earth, marketing does not really revolve around advertising, selling, and promotions. Much of marketing actually centers around illusion-creation.
3. Word-of-mouth offers an authenticity to it because the
source is normally independent of the company, he or she is offering his or her own candid opinion and therefore, the marketing appears credible.
4. Advertising is the renting of a medium to send out a
carefully crafted message to a specific audience. Everything is paid for, whereas word-of-mouth is a more effective tool; and best of all, it is absolutely free.
5. Word-of-mouth can take on a life of its own. There are no
limits to how far-reaching it can be. Just study how fast a good joke on the e-mail circulates.
6. Studies have shown that a satisfied customer will tell
an average of three people about a product or service she
likes, and eleven people about a product or service with which she had a negative experience.
7. Because this is the age of the Internet, e-mail, websites,
chat rooms, and video teleconferencing, word-of-mouth is even more important to businesses today than ever before.
8. The most important way by which sales can increase is by increasing the speed with which decisions are made. Decision speed is the time it takes for your customer to go from initial awareness to enthusiastic use and recommendation of your product or service. Simplicity, ease, and fun govern the decision process.
9. Marketing success is determined more by the time it takes for your customer to decide on your product than by any other single factor. Decision speed is more powerful than positioning, image, value, customer satisfaction, guarantees, or even product superiority.
10. Shortening the customer's decision cycle means your product's benefits, claims, and promises must be obvious and compelling; information must be clear, balanced, and credible; comparisons must reveal meaningful differences, your trials should be free and easy, your evaluations, clear and simple. Guarantees should be ironclad and generous. Testimonials and other word-of-mouth marketing must be relevant and believable. Delivery, training, and support offered must be superior.
11. A good way to spread the word on your company is to circulate true, positive stories about it. FedEx is famous for its legendary employee who hired a chopper just to deliver a package forgotten on the tarmac. People love a good story, and that is the essence of word of mouth.
12. There are 9 levels of word-of-mouth. They range from the public scandal of minus 4, the product boycott of minus 3, to the raving customers/advocates who tell you how great your product or service is (plus 3) to the "talk of the town" level (plus 4).
13. Examples of those who have reached plus 4 level of word-of-mouth marketing are:
14. Lexus Automobiles, Saturn Car Company, Harley-Davidson, Netscape Navigator, Celestial seasonings herbal tea, The Internet, and Apple Computer.
15. Some ways of harnessing word of mouth are by using experts like customers, suppliers, salespeople, experts' roundtable discussions and selling groups. Take advantage of seminars, workshops, and speaking engagements, dinner meetings, teleconferenced panel discussions, and trade shows. "Canned" Word of Mouth consists of putting out videotapes, audiotapes, using a well-designed website, or distributing CDs. There are also ways such as referral selling programs, testimonials, and networking methods, hotlines (1-800 numbers) and e-mail.
16. Using traditional media for Word of Mouth means using customer service as a word-of-mouth engine, public relations, placements, unusual events, promotions, word of mouth in ads, sales brochures, or direct mail, salesperson programs, sales stars, peer training, or using salespeople as word-of-mouth generators, word-of-mouth incentive programs ("Tell-a-friend" programs), useful gifts to customers (articles, how-to manuals) that they can give their friends.
17. Employees should be actively spreading word of mouth about your products. Spread stories around about examples of superior customer service. Give people a common mission and make rewards dependent on the accomplishment of that mission.
18. Word of mouth accelerates the process of customer decision-making, from deciding to decide, asking for information, weighing options, evaluating a free trial, and then finally becoming a customer and advocate.
19. With customer-oriented service, your company can increase sales via word of mouth.
Specific steps in creating a word of mouth campaign:
1. Find some way to get the product into the hands of key influencers.
2. Provide a channel for the influencers to talk and get all fired up about your product.
3. Gather testimonials and endorsements, like actual letters of praise.
4. Form an ongoing group that meets once a year in a resort but once a month by teleconference or daily by list group
5. Create fun events to bring users together and invite non-users. Saturn, Harley-Davidson, and Lexus have been successful with this approach.
6. Produce cassettes, videotapes, and clips on your Web site featuring enthusiastic customers talking with other enthusiastic customers. Custom-create some CDs for each potential customer.
7. Conduct seminars and workshops
8. Create a club with membership benefits
9. Pass out flyers. Tell friends. Offer special incentives and discounts for friends who tell their friends.
10. Use the Internet!
11. Do at least one outrageous thing to generate word of mouth.
12. Empower employees to go the extra mile.
13. Network and brainstorm for ideas
14. Run special sales
15. Script! Tell people exactly what to say in their word of mouth communication.
By: Regine P. Azurin and Yvette Pantilla href="http://www.bizsum.com
"A Lot Of Great Books....Too Little Time To Read"
Free Book Summaries Of Latest Bestsellers and More!
BusinessSummaries is a BusinessSummaries.com service.
(c) Copyright 2001-2005, BusinessSummaries.com">BusinessSummaries.com
Regine Azurin is the President of a company that provides business book summaries of the latest bestsellers for busy executives and entrepreneurs.
The 2017 PEN Literary Awards will be presented at the Beverly Wilshire Hotel on October 27, with the Lifetime Achievement Award going to Margaret Atwood.
The honorees are:
Fiction: Black Sheep Boy by Martin Pousson
Creative Nonfiction: When Breath Becomes Air by Paul Kalanithi
Research Nonfiction: The Perfect Horse by Elizabeth Letts
Poetry: Look by Solmaz Sharif
Young Adult: Outrun the Moon by Stacey Lee
Translation: Confessions by Rabee Jaber, translated by Kareem James Abu-Zeid
Journalism: The White Flight of Derek Black by Eli Saslow
Drama: Roe, by Lisa Loomer
Annie Proulx will receive the National Book Foundation's Medal for Distinguished Contribution to American Letters at the awards ceremony on November 15. Anne Hathaway (who starred in the film adaptation of Brokeback Mountain) will present the award.
CNN reports on "the world's coolest bookstores from London to Los Angeles."
Bookstores, libraries and other organizations across the USA are preparing for Banned Books Week 2017, which runs next week, September 24-30. Shelf Awareness takes a look at what some stores are planning...
David Lagercrantz, who continued Stieg Larsson's Milllennium series after the latter's death in 2004, has stated that he will write just one more book in the series, to be released in 2019. This would bring the series to six books - three by Larsson and three by Lagercrantz.
In an op ed for the New York Times, Matt A.V. Chaban, policy director for the Center for an Urban Future, discusses how libraries in New York City, and potentially, in cities across the country, could find much needed funds to modernize and stay relevant for the long term through partnerships with housing and office developments:
"In 2014, the city selected the Fifth Avenue Committee to undertake the novel task of redeveloping the Sunset Park branch. There, an eight-story building will rise, with the first two floors dedicated to a library 75 percent larger than the one there now. The floors above will have 49 apartments, all of which will be rented to low- and middle-income families in perpetuity.
Imagine if the city did the same at the branch in Corona, Queens, where cramped quarters force study groups to huddle on the floor; or Red Hook, Brooklyn, where families from the nearby housing projects are eager for more job training; or Brighton Beach, Brooklyn, where rising sea levels and storms like Sandy threaten its very operations."
Two TV series based on books scooped the top honors at last night's Emmy Awards:
The Handmaid's Tale won five awards including best drama series, best actress for Elisabeth Moss and best supporting actress for Ann Dowd.
Big Little Lies took five prizes in the limited series categories, including wins for Nicole Kidman and Laura Dern.
James Hohmann, national political correspondent for The Washington Post and author of The Daily 202, leads Monday's issue with a look at the many books Hillary Clinton turned to after her election loss:
"What Happened was quickly strip-mined for political nuggets after its publication last Tuesday. As I went through it over the weekend, though, what struck me most was how the wounded Democrat coped after her crushing defeat last November.
In short, Clinton has read voraciously and eclectically for escape, for solace and for answers.
The collection of works that she cites across 494 pages showcases a top-flight intellect and would make for a compelling graduate school seminar..."
The widow and the biographer of the beloved British children's writer Roald Dahl told the BBC in an interview this week that Charlie Bucket, the young boy whose life is changed by a golden ticket in Charlie and the Chocolate Factory, was originally supposed to be black.
Mrs. Dahl made the remark during a conversation with Donald Sturrock, her husband's biographer, on BBC Radio 4's "Today" program. "It was his agent who thought it was a bad idea when the book was first published to have a black hero," Mr. Sturrock said. "She said people would ask why."
After a nine month dispute, Manhattan's Federal District Court has ruled that Matthew Lombardo's theatrical parody, Who's Holiday! a dark and decidedly adult sequel of sorts to Dr Seuss's How the Grinch Stole Christmas does not violate the copyright of the original story.