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"In our hype-infested society, honest and positive word of mouth can multiply sales explosively. But for those who think it happens by chance (as most marketers do), this book will be an eye-opener.
The surprising truth is that word of mouth can be implemented as strategically as any other form of marketing--and at significantly lower cost! This is especially good news for any seller of products or services who must maximize every marketing dollar.
Central to this book is the innovative Decision Matrix, which helps readers identify who their potential buyers are and what messages those prospects need to hear from friends, coworkers, and trusted advisors. This matrix is followed by step-by-step guidance on how to construct an integrated ""no vested interest"" campaign that leverages all channels (including traditional media, the Internet, and PR), penetrates successive tiers of audiences, and builds sales exponentially.
Marketers will learn how to:
* Target the predominate adopter type (innovator, early, middle, late, laggard)
* Create the content--the actual words--needed to accelerate the process
* Identify the sources and delivery mechanisms that will be most persuasive
* Use the wide variety of methods that trigger runaway word of mouth."
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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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!!
However: great, easy to read, clear and capturing. Good book!
My only criticism is that the author pre-supposes that all his readers are executives (I for one, am not) and aims many of the techniques at companies with deep pockets and large teams.
Having said that, the sections on the customer decision matrix and the levels of word of mouth are very useful to know. This is a great book to deepen your understanding of the relationship between you and your customers.
If you are a smaller outfit looking to maximise your marketing budget, I highly recommend [[ASIN:1438937539 Powerful Marketing On A Shoestring Budget: For Small Businesses]
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