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:
One of Italy's most popular authors and creator of the Inspector Montalbano series, Andrea Camilleri has died at the age of 93.

Camilleri, who was born in Sicily in 1925, was taken to hospital in Rome in June after going into cardiac arrest. The author had written a handful of historical novels when, in 1994 at the age of almost 70, he wrote The Shape of Water, the first book starring his now famous Sicilian detective. Set in the fictional town of Vigata, Camilleri was originally going to call his central detective The Commissioner, but decided to pay tribute to the Spanish writer Manuel Vázquez Montalbán, the Spanish author of novels about the investigator Pepe Carvalho.

Saying that the event "has grown exponentially since its launch," the American Booksellers Association is taking over management of Independent Bookstore Day, which began as California Bookstore Day in 2014 and became a national event the following year, Bookselling This Week reported. IBD program director Samantha Schoech will remain in her position and work closely with ABA on planning and promoting the event.

Cressida Cowell, author and illustrator of the How to Train Your Dragon and The Wizards of Once series, as well as author of the Emily Brown picture books, has been named the new Waterstones children's laureate. The Waterstones Children's Laureate is managed by BookTrust, as the UK's largest children's reading charity, and sponsored by Waterstones.

She unveiled her new charter, stating that every child has the right to:
1. Read for the joy of it
2. Access NEW books in schools, libraries and bookshops
3. Have advice from a trained librarian or bookseller 4. Own their OWN book
5. See themselves reflected in a book
6. Be read aloud to
7. Have some choice in what they read
8. Be creative for at least 15 minutes a week
9. See an author event at least ONCE
10. Have a planet to read on

New library borrowing figures from the US show how far England is lagging behind other countries because of its facilities' falling book stocks, according to new analysis from library campaigner Tim Coates.

Using statistics from the Institute of Museums and Library Services, ex-Waterstones boss Tim Coates produced a chart showing English book loans have plummeted year-on-year since 2009/10 while American numbers remain relatively stable...

Lesley Nneka Arimah has won the 20th edition of the Caine Prize for African Writing for her short story 'Skinned'. The prize was launched in 2000, and is awarded annually to an African writer of a short story published in English. The winner receives UK£10,000 prize money, and each shortlisted writer also receives £500.

Arimah is also the author of the 2017 story collection What it Means When a Man Falls From the Sky.

Publishers are holding their breath to see if President Trump's decision to postpone the imposition of 25% tariffs on $300 billion worth of goods imported from China will become permanent.

The new tariffs, which included books, were proposed this spring. But after meeting with China President Xi at the G20 conference this weekend, Trump agreed to delay any new tariffs as part of an effort to restart trade talks. In his speech, Trump said new tariffs have been delayed "for the time being."

After Angie Thomas requested that she not be tagged into negative reviews of her books on social media, she has received a torrent of abuse.

History has yet to find the book that is universally adored – or the author who enjoys reading bad reviews. While Angie Thomas has topped the charts and scooped up armloads of awards for her two young adult novels, The Hate U Give and On the Come Up, her recent request that book bloggers stop sending her their negative reviews saw her on the receiving end of a wave of vitriol....

At dozens of barbershops and laundromats across the United States, the sound of children reading aloud mingles with the buzz and snip from barbers' tools or the din of washers. Makeshift shelves and crates hold books featuring cartoon characters, stories about pigeons or the capers of superheroes.

This developing movement, supported by nonprofit groups, entrepreneurs, libraries and community fund-raising, is redefining the borders of traditional neighborhood public libraries by creating literary spaces in places where children find themselves with time on their hands.

It is bringing the book to the child, instead of the child to the book...

With concern in the library community continuing to grow over their ability to provide access to digital content, the Council of the American Library Association yesterday passed a resolution to ramp up its advocacy efforts—including taking the issue to Congress.

The "Resolution on E-Book Pricing for Libraries" was adopted and brought to the ALA Council by ASCGLA (the Association of Specialized, Government and Cooperative Library Agencies), a division of the ALA. The resolution references efforts in Canada to alert the public to the problems of licensing digital content from publishers, and proposes to create a new joint working group to more directly confront the issues in the U.S.

Amazon sells substantially more than half of the books in the United States, including new and used physical volumes as well as digital and audio formats. Amazon is also a platform for third-party sellers, a publisher, a printer, a self-publisher, a review hub, a textbook supplier and a distributor that now runs its own chain of brick-and-mortar stores.

But Amazon takes a hands-off approach to what goes on in its bookstore, never checking the authenticity, much less the quality, of what it sells. It does not oversee the sellers who have flocked to its site in any organized way.

That has resulted in a kind of lawlessness. Publishers, writers and groups such as the Authors Guild said counterfeiting of books on Amazon had surged. The company has been reactive rather than proactive in dealing with the issue, they said, often taking action only when a buyer complains. Many times, they added, there is nowhere to appeal and their only recourse is to integrate even more closely with Amazon...

thatware.org ©