Features
- Cover Type: Hard Cover with 216 pages
- Published by: Kaplan Business November 1, 2006
- Written in: English
- ISBN 10 Number: 1419593331
- ISBN 13 Number: 978-1419593338
-
Book Dimensions:
9.1 x 6 x 0.9 inches
- Weighs: 13.6 ounces
Product Review
“A quick, practical, and extremely useful guide to word of mouth marketing.”
— Emanuel Rosen, author of
The Anatomy of Buzz “As I read through
Word of Mouth Marketing I felt, more than anything else, relieved. Relieved that we finally have a marketing author who understands the simplicity (and complexity) of this business. This one's worth your time.”
— Jonah Bloom, Executive Editor,
Advertising Age “It's brief. It's elementary. It's obvious. But the Truth often is. Read this book to relearn what you always knew just in time for it to change your business life.”
— Bob Garfield, Host, NPR's
On The Media “No one knows word of mouth (the good, the bad, and the measurable) better than Andy Sernovitz.”
— Peter Fader, Professor, Wharton School of Business
“A primer chock full of great stories, tips, and exercises to make you a better word of mouth marketer, no matter what size company you work for. Read it, and you will increase your influence with your customers, and make yourself more influential in your company.”
— Ed Keller and Jon Berry, the Keller Fay Group, authors of
The Influentials “It's an actionable guide for anyone looking to capture the power of word of mouth. Andy has written a book that shows just how simple it is to get people talking about your business. You should read this book and then tell a friend.”
— Brad Santeler, Director, Kimberly-Clark “The coolest book on the hottest topic in marketing and communication. Andy tells it all and tells it like it really is. No hype. No smoke and mirrors. No overblown promises.”
— Don E. Schultz, Professor Emeritus-in-Service, Northwestern University
“Word of mouth is the valuable currency in today's advertising-saturated world. Andy Sernovitz has written a book packed with ideas on how to do word of mouth marketing the right way.”
— Jackie Huba and Ben McConnell, authors of
Creating Customer Evangelists “There is no wasted word in this practical guide. Pure nuts-and-bolts how-to’s for people who want to start implementing a word of mouth marketing program today. Other books cover the theory, but Andy gets to the actual action best.”
— George Silverman, author of
The Secrets of Word-of-Mouth Marketing “Andy Sernovitz's book will give all marketers a reason to talk. Sernovitz not only legitimizes word of mouth marketing, he provides THE roadmap to what drives it.”
— MaryLee Sachs, Chairman, US, Hill & Knowlton, Inc. “Forget the overinflated hype that characterizes many business books. Andy has written a ‘real world’ guide.”
— Paul M. Rand, Partner, Global Chief Development and Innovation Officer, Ketchum “There is a wrong way and a right way to market in a networked world. Andy lays out simple steps to ethical and effective messaging.”
— Shawn Gold, Senior Vice President, MySpace
“Andy brings it together perfectly: the vision, the strategy, and the practical how-to. It's all here.”
— Geoff Ramsey, CEO, eMarketer
Product 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.
Reader ReviewsI recently finished Andy Sernovitz's new book, "Word of Mouth Marketing: How Smart Companies Get People Talking". Actually, I finished it a while ago, but haven't had time to do a full blog review. The book is a quick read - 4hrs total, give or take, and it's packed full not only of WOM theory and a bit of history, but also with some concrete ideas from real WOM marketers and a checklist or two to boot. I love checklists! The really "shocking" thing about this book, is that it's not one of those "wow, wouldn't it be cool if our company could do that" like "Blue Ocean Strategy, but rather, a book about WHAT EVERY BUSINESS SHOULD ALREADY BE DOING WITH THEIR MARKETING. Seriously, let's look, at what the book tells me to do. You need the Five Ts. Talkers, Topics, Tools, Taking Part and Tracking. * Talkers: Find people who will talk about you * Topics: Give people a reason to talk * Tools: Help the message spread faster and farther * Taking Part: Join the conversation * Tracking: Measure and understand what people are saying Andy has another tidbit that worth the price of the book (or a visit to his site). The Word of Mouth Marketing Manifesto: 1. Happy customers are your best advertising. Make people happy. 2. Marketing is easy: Earn the respect and recommendation of your customers. They will do your marketing for you, for free. 3. Ethics and good service come first. 4. UR the UE: You are the user experience (not what your ads say you are). 5. Negative word of mouth is an opportunity. Listen and learn. 6. People are already talking. Your only option is to join the conversation. 7. Be interesting or be invisible. 8. If it's not worth talking about, it's not worth doing. 9. Make the story of your company a good one. 10. It is more fun to work at a company that people want to talk about. 11. Use the power of word of mouth to make business treat people better. 12. Honest marketing makes more money.
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