CHAPTER 13

Six Steps to HarnessingWord of Mouth

Here is a systematic approach to constructing your word-of-mouth campaign. This is an overview to get you oriented. Then, an example follows, and then more detail. Don’t try to get it all from the summary.

Constructing Your Word-of-Mouth Campaign

1. Figure out why someone should buy your product, given his or her values and priorities. With the decision blocks in mind, design the product and its peripheral issues, such as service, delivery, etc., so that you can truthfully and credibly get people to say things that will destroy the blocks.

2. Identify the predominant adopter types you need to be going after—innovators, early adopters, middle majority, late adopters, and laggards—in your various ...

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