|
|
Word of Mouth Marketing: How Smart Companies Get People Talking (Hardcover)
by Andy Sernovitz, Guy Kawasaki (Afterword)
| Category:
Business, Market, Communication, Word of Mouth |
| Market price: ¥ 268.00
MSL price:
¥ 248.00
[ Shop incentives ]
|
| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
MSL Pointer Review:
Master the art of word of mouth marketing with this fun, practical, hands-on guide.
|
| If you want us to help you with the right titles you're looking for, or to make reading recommendations based on your needs, please contact our consultants. |
Detail |
Author |
Description |
Excerpt |
Reviews |
|
|
|
Author: Andy Sernovitz, Guy Kawasaki (Afterword)
Publisher: Kaplan Business
Pub. in: November, 2006
ISBN: 1419593331
Pages: 216
Measurements: 9 x 6 x 0.9 inches
Origin of product: USA
Order code: BA01476
Other information: ISBN-13: 978-1419593338
|
|
Rate this product:
|
|
- MSL Picks -
The book is 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.
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 you 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.
Target readers:
Business owners and marketeers.
|
|
- Better with -
Better with
Hug Your Customer: The Proven Way to Personalize Sales and Achieve Astounding Results
:
|
|
Customers who bought this product also bought:
|
|
Andy Sernovitz is the CEO of Word of Mouth Marketing Association, working side by side with the pioneers and innovators in the word of mouth marketing industry. He taught internet entrepreneurship at the Wharton School of Business and is a 15-year veteran of the interactive marketing business. He has worked with the biggest brands and hundreds of entrepreneurs and small businesses.
|
|
From publisher:
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.
|
| View all 9 comments |
David Godes (MSL quote), USA
<2007-06-18 00:00>
This book is to Gladwell's The Tipping Point as Engineering is to Physics. If you want to understand the deep sociological theories behind interpersonal communication, this isn't the book for you. If you want to understand how to harness interpersonal communication to drive your business, then buy this book. |
Ed Keller (MSL quote), USA
<2007-06-18 00:00>
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. |
Don E. Schultz (MSL quote), USA
<2007-06-18 00:00>
The coolest book on the hottest topic in marketing and communication. Andy tells it all and tells it like it really is. The 5Ts are the best organizing framework for word of mouth I have seen yet. Use them and profit. No hype. No smoke and mirrors. No overblown promises. |
Bud Bilanich (MSL quote), USA
<2007-06-18 00:00>
A while back, I was blogging about word of mouth marketing, and I mentioned Andy Sernovitz and the Word of Mouth Marketing Association. A friend suggested that I pick up a copy of Andy's book -- Word of Mouth Marketing: How Smart Companies Get People Talking.
Word of mouth marketing is an important part of building strong customer relationships. And, as I point out in my book 4 Secrets of High Performing Organizations, strong customer relationships are critically important to the success of any business.
Back to Mr. Sernovitz' book. I love this book. It is filled with incredibly useful information. For example, before you even finish chapter one, you'll find The Four Rules of Word of Mouth Marketing:
1. Be Interesting
2. Make People Happy
3. Earn Trust and Respect
4. Make It Easy
Mr. Sernovitz does a great job of explaining each of these four rules - and illustrating them with personal examples.
You'll also find the Three Reasons People Talk About You in chapter one
1. They like you and your stuff
2. Talking makes them feel good
3. They feel connected to the group
As he discusses, each of these three reasons, Mr. Sernovitz does a great job of explaining, in layman's terms, the psychological ideas behind them.
This is great stuff, but Mr. Sernovitz isn't finished yet. In the middle of chapter one he discusses The five T's of Word of Mouth Marketing:
1. Talkers - Find people who will talk about you
2. Topics - Give people a reason to talk
3. Tools - Help the message spread faster and farther
4. Taking part - Join the conversation
5. Tracking - Measure and understand what people are saying.
Toward the end of chapter one, Mr. Sernovitz provides some great advice on the importance of honesty in word of mouth marketing.
1. Word of mouth isn't stealth. It's open, honest communication with customers and the community.
2. Fake word of mouth doesn't work. You will get busted. When you get busted, the backlash will destroy your reputation.
3. Oppose all deception. Protect the trust in genuine word of mouth - for yourself as a marketer and for your family as consumers.
4. Follow the Honesty ROI.
The rest of the book expands on these concepts and will help you learn how to put word of mouth marketing to work for your business.
Chapter 3 contains The Word of Mouth Marketing Manifesto - a great summary of what this is all about.
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.
Word of Mouth Marketing is an important, easy to read and use book. I urge anybody who runs a business to pick it up, study it and use the ideas in it.
|
View all 9 comments |
|
|
|
|
