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Mastering the World of Marketing: The Ultimate Training Resource from the Biggest Names in Marketing by David Riklan, Eric Taylor

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Chapter 35

Everything You Need to Know about Word-of-Mouth Marketing

Andy Sernovitz

Okay. Here's the quick version. Everything you wanted to know about word-of-mouth marketing but were afraid to ask. It all comes down to this:

Happy customers are your best advertisers.

If people like you and like what you do, they will tell their friends.

Lesson 1: The Definition of Word-of-Mouth Marketing

Word-of-Mouth Marketing is (a) giving people a reason to talk about you and (b) making it easier for the conversation to take place.

It's C to C Marketing—when a consumer tells a consumer about you. Actually, it's B to C to C. When it comes out of the mouth of a marketer, it's marketing. When a real person repeats it, it's word-of-mouth.

It's more than just marketing—it's also product design and customer service. People talk about fantastic stuff and great treatment from companies they like.

Lesson 2: The Four Rules of Word-of-Mouth

Rule 1: Be Interesting

Nobody talks about boring companies, boring products, boring ads. Everyone can be interesting. Before you run an ad, before you launch a product, ask your spouse about it. Trust me . . . if a spouse finds it interesting, you've got a winner.

Rule 2: Make People Happy

Create amazing products. Provide excellent service. Go the extra mile. Make sure the work you do gets people energized, excited, and eager to tell a friend.

Rule 3: Earn Trust and Respect

Nobody talks positively about a company that they don't trust or don't like. Earn the respect ...

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