Beyond Buzz

by Kelly, Lois

• ISBN13: 9780814473832
• ISBN10: 0814473830
• Format: Hardcover
• Copyright: 2007-03-26
• Publisher: Amacom Books

Summary

People are talking ... but are they talking about your product?The old marketing model is dead, and word of mouth is king. But without the right message in place, word-of-mouth marketing will never live up to its promise. This innovative and practical book shows readers how to ignite people's interest ... and generate much more than buzz.A lot of attention has been paid to the mechanics of creating buzz, but only the savviest of marketers have learned to focus on crafting the right kind of message. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation. Filled with insightful examples of conversational marketing at work, Beyond Buzz gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level.

Author Biography

Lois Kelly (Cumberland, RI) is the founder of Foghound, a strategic communications consulting firm specializing in branding, whose clients have included Sun Microsystems, FedEx, and others. Previously, she was Senior Vice President of The Weber Group, one of the largest PR firms in the world. Her articles have appeared in USA Today, The Wall Street Journal, Brand Week, Advertising Age, and others.

Table of Contents

Enough with the marketing blah blah blah - let's talk about something interesting	p. 5
Make meaning, not buzz	p. 23
Have a fresh point of view (or several)	p. 45
Listen up : seven ways to uncover talk-worthy ideas	p. 71
Nine themes that always get people talking	p. 107
Straight talk : talk like you talk, talk like you mean it, talk in these ten new ways	p. 129
Shift to a conversational marketing mind-set	p. 147
Building a "talk" culture	p. 163
Be more interesting - conversations, passion, and an honest point of view	p. 193
Table of Contents provided by Blackwell. All Rights Reserved.