book

The Secrets of Word-of-Mouth Marketing, 2nd Edition

Name: The Secrets of Word-of-Mouth Marketing, 2nd Edition
Author: George SILVERMAN
ISBN: 9780814416693

by George SILVERMAN

February 2011

Beginner to intermediate

272 pages

5h 42m

English

AMACOM

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Cover Page
Title Page
Copyright Page
Contents
Acknowledgments
Prologue: The Calf-Path
Introduction
Why This Book—and Word-of-Mouth Marketing Today—Is DifferentSecrets“Let’s Go Up a Level of Abstraction”Stupid QuestionsCustomer = Prospect unless Customer ≠ Prospect“Buy” = “Buy into” = “Adopt” = “Believe,” Also, “Sell” = “Convince” = “Persuade”Product = Service = Idea = MethodologyWord-of-Mouth Marketing Is NOT Word-of-Mouth Advertising
Chapter 1: The Systematic Approach to Word of Mouth
The Digital-Information-Knowledge-Transportation-Communications-Internet-Marketing-Word-of-Mouth RevolutionsThe Dot-Com Super BowlThe New MediaThe New Challenges of MarketingThis Book Has a New Purpose—Our Goals Have ChangedA Trip into a New Way of Thinking
Chapter 2: Dominating Your Market by Easifying the Customer Decision Cycle
The Function of Word of MouthWhat Is Marketing?Decision SpeedYour Decision Easification SystemHow to Do ItCut Decision Time in Half
Chapter 3: How to Use Word of Mouth to Easify the Decision Process
Property 1. Word of Mouth’s MegapowerProperty 2. The Speed of Word of MouthProperty 3. Independent CredibilityProperty 4. The Hidden Advantage of Word of Mouth: Experience DeliveryProperty 5. Word of Mouth Is More Relevant and CompleteProperty 6. Word of Mouth Feeds on ItselfProperty 7. Word of Mouth Itself Becomes One of the Product’s Attributes

Chapter 4: The Decision Process
The Decision Process—OverviewThe Adopter Types: How Word of Mouth Works for Different Types of Decision MakersDecision Styles—Putting Together the Adopter Types With the Decision StagesThe Decision Matrix
Chapter 5: Six Ms to Live By
The Six MsGive Them Something to Talk AboutSo, the Form Is Stories. What’s the Content?
Chapter 6: The 2nd M: The Mavens
Delivering the MessageThe Controversy: Influencers Versus PeersSources of Word of MouthExpert-to-Expert Word of MouthExpert-to-Peer and Peer-to-Peer Word of MouthThe Catch-22 of MarketingDelivery of Word of MouthThe Care and Feeding of Champions
Chapter 7: The 3rd M: Motivation
Beware of a Trap: Intrinsic Versus Extrinsic Word of MouthThe Secret ExceptionAnother Trap
Chapter 8: The 4th M: Means or Media
Additional IdeasSearch Engine OptimizationGetting Involved
Chapter 9: The 5th M: Measurement
The ProblemThe Difference Between Measurement and ResearchHow to Research Word of MouthOther Research Designs
Chapter 10: The 6th M: Multiplication
What Is Trust?Further Secrets of Trust
Chapter 11: (Almost) Everything I Learned About Marketing, I Learned in My Father’s Drugstore. Let Me Share It With You.
Key Secrets from My Father’s ExampleMore Secrets from My Father’s Example
Chapter 12: Constructing the Ultimate Word-of-Mouth Campaign
The First Word-of-Mouth ProgramsHow I First Harnessed Word of MouthSuccess Stories of Word-of-Mouth SessionsMaking Word of Mouth More ValuableSituations That Benefit from Word-of-Mouth Programs, Events, and SitesProducts With Which You Should Avoid Word-of-Mouth Events
Chapter 13: Six Steps to Harnessing Word of Mouth
Constructing Your Word-of-Mouth CampaignAn Example of the Six-Step ProcessThe Process in DetailProduct SeedingVery Expensive ProductsInternal Word of MouthWord-of-Mouth Campaigns With High-Ticket, Professional Products
Chapter 14: Which Methods Work Best for What? A Word-of-Mouth Checklist
Sources and Delivery MechanismsWord-of-Mouth Checklist
Chapter 15: Word-of-Mouth Marketing for Specific Audiences and Circumstances
How to Develop a WOMworthy Differentiation in a Practice or ProfessionSecrets of Word-of-Mouth Marketing for Specific, Special, or Narrower CircumstancesAdditional Tips, Techniques, and Suggestions
Chapter 16: Tips, Techniques, and Suggestions That Will Make It Easier
Who Can Help You Construct Word-of-Mouth Campaigns?Word-of-Mouth Fraud and Other Shady Practices
Epilogue: Let’s Talk
Bibliography
Recommended Reading
Appendix
Index

Content preview from The Secrets of Word-of-Mouth Marketing, 2nd Edition

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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The Secrets of Word-of-Mouth Marketing, 2nd Edition

by George SILVERMAN

CHAPTER 13