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?
Read Part I