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 universe.

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!

mailto:freenewsletter@bizsum.com 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.


MORE RESOURCES:
In what has become an annual rite under the Trump administration, the president's fiscal year 2020 budget proposal calls for the elimination of the National Endowment for the Arts. Trump's initial budgets for both fiscal 2018 and 2019 also called for cutting the NEA, but each time the House restored funds for the organization and last year gave the NEA a $3 million increase.

According to researchers, the English language might never have enjoyed a richness of F-words had it not been for early farmers and the food processing they favored. Dairy products and other soft foods, such as gruel, porridge, soup and stews, helped shape our faces, the researchers claim, and allowed us to form the sounds "f" and "v", known as labiodental fricatives...

After skipping 2018's announcement due to scandal, the Nobel Foundation has announced that the Nobel Prize in Literature will be awarded in 2019 - and that Laureates will be announced for both 2018 and 2019.

According to the press release: "During the past year, the Nobel Foundation has had a close dialogue with the Swedish Academy about the problems that arose in late 2017 and early 2018. Several important changes have been implemented since then. The Academy's regulations have been amended, making it possible for members to resign. The statutes have been clarified. Several new members have been elected. The Academy also no longer includes any members who are subject to conflict of interest or criminal investigations."

The longlist for The Women's Prize for Fiction 2019 have been announced. The winner will be declared in June.

The Silence of the Girls by Pat Barker
Remembered by Yvonne Battle-Felton
My Sister, the Serial Killer Oyinkan Braithwaite
The Pisces Melissa Broder
Milkman Anna Burns
Freshwater Akwaeke Emezi
Ordinary People Diana Evans
Swan Song Kelleigh Greenberg-Jephcott
An American Marriage Tayari Jones
Number One Chinese Restaurant Lillian Li
Bottled Goods Sophie van Llewyn
Lost Children Archive Valeria Luiselli
Praise Song for the Butterflies Bernice L. McFadden
Circe Madeline Miller
Ghost Wall Sarah Moss
Normal People by Sally Rooney

Across America, small theaters are canceling productions of Harper Lee's "To Kill a Mockingbird," citing a threat of litigation from a powerful, sharp-elbowed Broadway producer related to a contract that dates back half a century.

The theaters were planning to stage an adaptation of the novel by the playwright Christopher Sergel, which has been widely staged by adults and students for decades. Lawyers for the producer Scott Rudin, backed by the Lee estate, are telling the theaters that their productions are no longer permissible because there is a new adaptation, by the screenwriter Aaron Sorkin, which opened on Broadway in December...

The Guardian has a fun article on Susan Rennie's book, Roald Dahl's Rotsome and Repulsant Words, which is worth a read for all Dahl fans, and particularly lovers of his 1982 classic, The BFG:

If a small child were to walk up to the lexicographer Susan Rennie in the street and call her a slopgroggled grobsquiffler, she would know exactly how to reply. "You squinky squiddler!" she would shout. "You piffling little swishfiggler! You troggy little twit! Don't you dare talk pigsquiffle to me, you prunty old pogswizzler!" ...

Silicon Valley billionaire, philanthropist and author Michael Moritz and his wife Harriet Heyman's charitable foundation has been announced as the new sponsor of the Booker prize, a month after the Man Group revealed it was ending its 18-year sponsorship of the prestigious award for literary fiction.

Moritz and Heyman's foundation, Crankstart, has committed to an initial five-year exclusive funding term for the Booker, with an option to renew for a further five years. It will not give its name to the award, which will revert to its old name of the Booker prize from 1 June, when the Man Group's sponsorship ends.

We are pleased to announce the publication of The Inner Lives of Book Clubs!

This fascinating report is the first to really get to the heart of the book club experience. It's the result of two surveys of more than 5,500 people, combined with BookBrowse's more than 15 years of book club experience and research.

Its 56-pages are packed with interesting and usable information that is relevant to librarians, authors, publishers, booksellers and, of course, book clubs.

Among much else, you will discover:

  • The attributes most successful book groups share.
  • The demographics of public book clubs compared to private groups.
  • What people want from their book club.
  • The elements book clubs look for when picking books.
  • The 12 most common book club challenges, and how groups resolve them.
  • The link between discussion length and happiness.
  • The percentage of book clubs that use library book bags.
  • What people interested in a book club but not in one want from a group
  • What causes people to leave book clubs.

Prolific author William E. Butterworth III, who wrote under the name W.E.B. Griffin, has died aged 89.

The writer Andrea Levy, who explored the experience of Jamaican British people in a series of novels over 20 years has died, aged 62, from cancer.

After starting to write as a hobby in her early 30s, Levy published three novels in the 1990s that brought her positive reviews and steady sales. But her fourth novel, Small Island, launched her into the literary big league, winning the 2004 Orange prize, the Whitbread book of the year and the Commonwealth Writers' prize, selling more than 1m copies around the world and inspiring a 2009 BBC adaptation.

thatware.org ©