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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: 1,074,120 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 PREVIOUS EDITIONS OF RAISING CAPITAL:

“… a definitive guide for entrepreneurs and growing companies that need to raise capital.”

— Fort Worth Star-Telegram

“Combating the often elusive nature of understanding private investing and venture capital, Andrew Sherman has prepared in one reference source a primer that demystifies in simple, layman’s terms how this process actually works. A must-have for any first-time entrepreneur in search of capitalizing a start-up enterprise.”

— Julia Spicer, Executive Director, Mid-Atlantic Venture Association

“Kudos to Andrew Sherman and his editors. Rarely does a second edition of a best-selling primer widely improve on its original. But Sherman’s new Raising Capital does that grandly. For anyone embarking on raising money—for the first time or the tenth time — this is a must-have tool. It’s the next best thing to having Andrew Sherman himself at your elbow.”

— Burt Alimansky, Chairman, The Capital Roundtable, and Managing Director, Alimansky Capital Group Inc.

“Capital is the lifeblood of an organization, and Raising Capital is the definitive guide to making it pump. Andrew Sherman has pulled all the tips and tricks together into one comprehensive guide. Raising money is hard enough; finding out how to do it shouldn’t be.”

— Verne Harnish, “Growth Guy” syndicated columnist; Founder, Young Entrepreneurs’ Organization

“I heartily recommend Raising Capital to all entrepreneurs starting down the fundraising path. If those seeking funding from our angel investor groups would read this book first, there would be a lot fewer disappointed business owners!”

— John May, Co-Founder, The Dinner Clubs and coauthor of Every Business Needs an Angel

“Andrew Sherman has been counsel to some of the most exciting start-ups in the mid-Atlantic region. His hands-on experience guiding companies through good times and challenging periods provides the real-world insight that aspiring entrepreneurs can put to use. Because he recognizes that not all start-ups are candidates for venture capital, he lays out the various alternatives. For those companies which are a good match for venture capital, he provides practical guidance for getting from business concept to successful IPO or acquisition.”

— John S. Taylor, Vice President of Research, National Venture Capital Association


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Customer Reviews

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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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1 of 1 people found the following review helpful By J D on 11 July 2012
Format: Paperback Verified Purchase
I have never felt inspired to write an Amazon review before. However, this book is so awful I feel compelled to. For those who are easily annoyed by moronic writing such as: "Word of mouth is much more powerful than even the experts think it is. Everyone realizes that word of mouth is the most powerful force in the marketplace, but almost no one realizes just how powerful it really is." The book is riddled with such nonsensical rubbish which has the unique quality of being utterly patronising while at the same time reading like it was written by a 10 year old. The author boasts of learning most what he knows about marketing from working in his father's shop as a boy, maybe he should have gone to school, he may have learnt how to write.. maybe he did, I couldn't face reading anymore of his ridiculous, unfocused ramblings to find out. The structure of the book is illogical and unclear .. the first chapter is entitled "Introduction: Why This Book - and Word-of-Mouth Today - Is Different". A sup-section in the second chapter is entitled "The Digital-Information-Knowledge-Transportation-Communication-Internet-Marketing-Word-of-Mouth Revolutions.". I believe the other positive reviews were written by employees/friends/colleagues of the author (after all he is (supposedly) a word of mouth marketing expert, he knows Amazon reviews count). Do yourself a favour, buy Andy Sernovitz's 'Word of Mouth Marketing' instead it is excellent. DO NOT BUY THIS 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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