9781608323661

Word of Mouth Marketing : How Smart Companies Get People Talking

by
  • ISBN13:

    9781608323661

  • ISBN10:

    1608323668

  • Format: Paperback
  • Copyright: 4/30/2012
  • Publisher: Greenleaf Book Group Llc

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Summary

With straightforward advice and humor, marketing 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 using them. Understand the real purpose of blogs, communities, viral email, evangelists, and buzz -- when to use them and how simple it is to make them work. Learn 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.

Table of Contents

Forewordp. vii
Prefacep. ix
Introductionp. xi
A Note to the Readerp. xvii
The Essential Concepts
What Is Word of Mouth Marketing?p. 3
Deep Stuff: Six Big Ideasp. 37
The Word of Mouth Marketing Manifestop. 59
How to Do It
The Five Ts in Actionp. 63
Talkers: Who Will Tell Their Friends About You?p. 71
Topics: What Will They Talk About?p. 101
Tools: How Can You Help the Message Travel?p. 127
Taking Part: How Can You Join the Conversation?p. 163
Tracking: What Are People Saying About You?p. 189
And in the End...
Sixteen Sure-Thing, Must-Do, Awfully Easy Word of Mouth Marketing Techniquesp. 201
Creating Your Action Planp. 202
Choose To Be Goodp. 204
Afterword: Yet Another Top Tenp. 205
Thank Youp. 207
About the Authorp. 215
Table of Contents provided by Ingram. All Rights Reserved.

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