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The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth Paperback – 1 Mar 2011


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Product details

  • Paperback: 272 pages
  • Publisher: Amacom; 2 edition (1 Mar 2011)
  • Language: English
  • ISBN-10: 0814416683
  • ISBN-13: 978-0814416686
  • Product Dimensions: 22.8 x 15.2 x 1.8 cm
  • Average Customer Review: 3.8 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Bestsellers Rank: 536,437 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

..".an excellent and very much recommended read, a top pick for any business leader."" --The Midwest Book Review"

From the Back Cover

Praise for the First Edition of The Secrets of Word-of-Mouth Marketing:

“In this thorough, useful book, Silverman tells you what matters. Buy it now . . . before your competition does.” — Seth Godin, author, Unleashing the Ideavirus

“A fabulous road map to highly effective, very inexpensive marketing.” — Alan Weiss, Ph.D., author, The Ultimate Consultant

Nothing moves sales more powerfully than word of mouth. This seemingly mysterious, unstoppable force doesn’t merely happen by chance, though—and the good news is that you can systematically create a smart, effective word-of-mouth campaign without the gigantic budgets associated with traditional, “old school” marketing efforts—if you know the “Secrets.”

But a lot has changed since the first edition of The Secrets of Word-of-Mouth Marketing introduced the world to the groundbreaking marketing strategy that would come to be looked on as simple common sense. In the world of Web 2.0, social networking, blogs, YouTube, review sites, and more, the only way you can stay ahead of the curve—and prevent overload—is to uncover and understand the secrets behind what makes WOM work.

With step-by-step guidance for constructing a word-of-mouth marketing campaign, as well as enlightening case studies and examples, the extensively updated second edition of The Secrets of Word-of-Mouth Marketing shows you how to manage the “New Marketing” methods and connect with increasingly wary Web-savvy customers.

You’ll learn how to construct the message, choose the right delivery method, and harness the power of influencers and peers. You’ll discover how to multiply your sales explosively by crafting different messages to target early, middle, and late-stage adopters; shorten the customer’s decision-making cycle; and design a WOM-worthy story that will spark the kind of conversation that will catch fire.

No one denies it anymore: The most powerful force in the marketplace is word of mouth. And this influential guide, now brought fully up-to-date, shows you how to unleash the true power of WOM and push your sales into the stratosphere.

GEORGE SILVERMAN, an acknowledged expert in word-of-mouth marketing, has been designing successful campaigns since 1971. He is founder and CEO of Market Navigation, Inc., a consulting firm specializing in simplifying customers’ decision steps through word of mouth.


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Customer Reviews

3.8 out of 5 stars
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Most Helpful Customer Reviews

19 of 21 people found the following review helpful By Bruno Levy on 15 Mar 2004
Format: Paperback
I have 10+ years of experience marketing and launching high tech (and non high tech yet innovative) products of various sort and i found this information both accurate, invaluably concise and making good business sense. I find it an excellent complement to more theory oriented books like the "tipping point" and the "anatomy of buzz".
These last two books will explain you how words of mouth works but will not give you any really in depth insight about how you can make words of mouth work for you. "The secrets of words of mouth marketing" does.
To give just and example: the "decision matrix" described in chapter 5 is an extremely concise and rich tool for anticipating the concrete information that customers need to hear in order to decide about a product. For instance if you are currently targeting early adopters kind of customers then the matrix will tell you the exact content of what they need to hear in order to help them "decide to decide", "weigh information in your favor", "engage in a trial" etc. The decision matrix will also tell you what middle majority/pragmatist customers will need to hear to make the same kind of decisions and of course it's not at all the same (those of you wondering what I mean by early adopters, middle majority etc will find the info in the book -- this belongs to the diffusion of innovation theory of Everett Rogers something that any person seriously interested about words-of-mouth need to know about anyway by reading the two other books or this one).
You might have notice that in the previous paragraph I have been speaking about what customer "need to hear" and not what your company "needs to tell them". I think it's one of the great success of the book in helping us to really see the difference between the two, to understand that what you company say is less important than what your cstomer say and think and to understand how words-of-mouth can be "organized" in order for the two to match better.
Great book!!
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8 of 9 people found the following review helpful By A Customer on 4 July 2003
Format: Paperback
To harness the power of word of mouth: it is really the key for success nowadays, considering that consumers believe more what other consumers advice than anything else. But most importantly, it gives great indications also on how to disarm the negative word of mouth, a topic that would deserve so much more focus from business books.
However: great, easy to read, clear and capturing. Good book!
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Format: Kindle Edition
The 1-star review prompted me to write this review. I am not an employee but a UK based marketer of products and services and believe the content of Silverman's book to be nothing short of gold dust. I don't want my competitors reading it. The Sernovitz book is also a cracker. Both are very very valuable reading for any business owner or marketer wanting to truly tap into the power of word of mouth marketing.
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