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.