Wednesday, June 11, 2008

Word of Mouth Marketing


You know me, always looking for new marketing ideas. I've found some good ones in Word of Mouth Marketing, by Andy Sernovitz. Tomorrow I will start a short series of posts on this book. Andy has given me permission to quote from the book for these posts. Surely he is pleased to know I discovered his book from--what else? word of mouth. And, of course, now I'm continuing that WOM chain by telling you about it. Amazon.com recommended the book to me based on my previous purchases of books on marketing. So I clicked over, looked at the book and immediately bought it. To date Word of Mouth Marketing has been reviewed by 92 people and has a four and a half star rating. Andy has sent me three copies to give away during these posts. If you're interested in a copy, leave a comment each day. Names will be randomly drawn.

First, the book flap description:

Who Is Talking About You?

Master the art of word of mouth marketing with this fun, practical, hands-on guide. With straightforward advice and humor, marketing expert Andy Sernovitz will show you how the world’s most respected and profitable companies get their best customers for free through the power of word of mouth.

Learn the five essential steps that make word of mouth work and everything you need to get started using them.

Understand the real purpose of blogs, communities, viral email, evangelists, and buzz—when to use them and how simple it is to make them work.

Learn what sparks the irrepressible enthusiasm of Apple and TiVo fans. Understand why everyone is talking about a certain restaurant, car, band, or dry cleaner—and why other businesses and products are ignored. Discover why some products become huge successes without a penny of promotion—and why some multi-million-dollar advertising campaigns fail to get noticed.

Open your eyes to a new way of doing business—that honest marketing makes more money, because customers who trust you will talk about you. Learn how to be the remarkable company that people want to share with their friends.

Being jacket copy, the description above can speak only in general terms. But this book gets downright specific. I started getting marketing ideas right away as I read it. And this book is not only about the Internet. According to the author, only 20% of word of mouth marketing happens online. So if you're focused only on web sites, e-newsletters and blogs, think again.

Andy Sernovitz is CEO of GasPedal, a word of mouth marketing consulting firm. He's a professional speaker and teaches Word of Mouth Marketing at Northwestern University's Medill School of Journalism. He was a founder and CEO of the Word of Mouth Marketing Association, and recently left that post to pursue other endeavors in marketing. Plus he says he's seen the Grateful Dead 25 times. Guy's gotta be great, right? Andy's blog.

Tomorrow--Part I as we peek into this book. If you'd like a chance for a free copy, start leaving your comments now. You might answer the question: What's one thing you would like to learn from this book?

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Read Part I

14 comments:

Stuart said...

Very interesting. I would have thought that in today's world more than 20% of the word of mouth marketing is happening online.

I wonder how that number fluctuates as you move across the age spectrum. Not to mention different product types.

Though I can see how that would hold true for fiction.

Pam Halter said...

Sounds like a good book. I think I'd like to learn the part about the blogs/internet and why they aren't the most important part of marketing.

Kim Vogel Sawyer said...

I would like to know how to do this without feeling as though I am "tooting my own horn." That's not a comfortable spot, yet I know I've gotta squeak up if I want people to know what I'm doing. I'd like to find an appropriate/comfortable way to get the word out.

Nicole said...

I'm with Kim.

Count me in, BC.

Rebecca LuElla Miller said...

Stuart, along with you, I'd have guessed at a much higher percentage for internet word of mouth.

Yes, I'm absolutely interested in the book. His looking at Apple reminds me of Michael Hyatt's posts on the same subject.

My thinking, though, is, the model can't just be duplicated, for certainly, with a book like this circulating, many will duplicate the successes and adapt the principles. Seems there needs to be a twist that sets one apart from all the others doing what someone else has already done.

So if we leave a comment everyday, do we up our chances of winning a book? ;-)

Becky

Katie Hart - Freelance Writer said...

Drawing from Becky's post above - it would be neat if the book would help you develop your unique twist on the proven principles.

Julie Carobini said...

I'm thinking what Kim's thinking :) I try not to be obnoxious ...

Also, I've learned a lot about WOM since my first book's release, but I think I've missed some opps (and maybe wasted some time too!). I'd like to learn how to better streamline and pinpoint.

Count me in (pretty please).

Jay Ehret said...

Brandilyn, We have used this book in my marketing company and it is a great starter book for understanding word of mouth. I look forward to your posts and analysis.

I also recommend a couple of other books that are a little deeper on the subject of word of mouth. Secrets of Word of Mouth Marketing by George Silverman and Creating Customer Evangelists by Ben McConnell and Jackie Huba.

Gracie said...

Count me in, please! I don't know much about marketing, but I'd like to learn for the day when (God willing) I become a contracted writer. This book sounds like it would help considerably.

Blessings!

Tara Ryan said...

I love the idea of a book that will help in both of my careers!! Word of mouth is the only reason my business is celebrating it's 5th anniversary this year. Frankly, you can never have too much business.
I also just started a blog about the genre that I enjoy reading and writing, so it will be helpful to understand better how to get the word out.
Timely topic!

Judy said...

This book would be a blessing for my sister who is a fledgling writer.

Thank you for the opportunity to win a copy!

Carol Burge said...

Sounds like a great resource. My very first book will make its debut in three months. I can use all the help with marketing/promotion I can get!

The one thing I'd like to learn from this book? I'm really not sure. I suppose I'd like to learn it all! :)

Happy Marketing!

Christina Berry said...

This book sounds great! I'd love to win a copy .. or go buy one if I don't win.

Rhonda McKnight said...

I'm interested in winning the book. My target audience buys books based on recommendation, so it's very hard for new authors. Reviews and bestseller list don't mean much. I need to learn how to generate that buzz.

Thanks for offering the drawing. I look forward to learning about the book over the next few days.

Rhonda
www.rhondamcknight.blogspot.com