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

Book Description

The first edition of The Secrets of Word-of-Mouth Marketing provided readers with step-by-step guidance for constructing a word-of-mouth marketing campaign that would penetrate successive audience tiers and build sales exponentially. Extensively revised to reflect the profound changes in the marketplace, from new attitudes and communication methods, to new ways of relating to increasingly wary Web 2.0 customers, the second edition of this groundbreaking book shows readers how they can move beyond traditional approaches to inspire the kind of word of mouth that catches fire and generates revenue. Featuring enlightening case studies and examples, as well as an updated version of the author’s innovative Decision Matrix for identifying potential buyers and determining and crafting the right kind of message, The Secrets of Word-of-Mouth Marketing simplifies the process of choosing the delivery method, harnessing the power of influencers, and measuring results. From how to navigate the latest digital media to what Malcolm Gladwell got wrong, this is still the last word on word of mouth.

Table of Contents

  1. Cover Page
  2. Title Page
  3. Copyright Page
  4. Contents
  5. Acknowledgments
  6. Prologue: The Calf-Path
  7. Introduction
    1. Why This Book—and Word-of-Mouth Marketing Today—Is Different
    2. Secrets
    3. “Let’s Go Up a Level of Abstraction”
    4. Stupid Questions
    5. Customer = Prospect unless Customer ≠ Prospect
    6. “Buy” = “Buy into” = “Adopt” = “Believe,” Also, “Sell” = “Convince” = “Persuade”
    7. Product = Service = Idea = Methodology
    8. Word-of-Mouth Marketing Is NOT Word-of-Mouth Advertising
  8. Chapter 1: The Systematic Approach to Word of Mouth
    1. The Digital-Information-Knowledge-Transportation-Communications-Internet-Marketing-Word-of-Mouth Revolutions
    2. The Dot-Com Super Bowl
    3. The New Media
    4. The New Challenges of Marketing
    5. This Book Has a New Purpose—Our Goals Have Changed
    6. A Trip into a New Way of Thinking
  9. Chapter 2: Dominating Your Market by Easifying the Customer Decision Cycle
    1. The Function of Word of Mouth
    2. What Is Marketing?
    3. Decision Speed
    4. Your Decision Easification System
    5. How to Do It
    6. Cut Decision Time in Half
  10. Chapter 3: How to Use Word of Mouth to Easify the Decision Process
    1. Property 1. Word of Mouth’s Megapower
    2. Property 2. The Speed of Word of Mouth
    3. Property 3. Independent Credibility
    4. Property 4. The Hidden Advantage of Word of Mouth: Experience Delivery
    5. Property 5. Word of Mouth Is More Relevant and Complete
    6. Property 6. Word of Mouth Feeds on Itself
    7. Property 7. Word of Mouth Itself Becomes One of the Product’s Attributes
  11. Chapter 4: The Decision Process
    1. The Decision Process—Overview
    2. The Adopter Types: How Word of Mouth Works for Different Types of Decision Makers
    3. Decision Styles—Putting Together the Adopter Types With the Decision Stages
    4. The Decision Matrix
  12. Chapter 5: Six Ms to Live By
    1. The Six Ms
    2. Give Them Something to Talk About
    3. So, the Form Is Stories. What’s the Content?
  13. Chapter 6: The 2nd M: The Mavens
    1. Delivering the Message
    2. The Controversy: Influencers Versus Peers
    3. Sources of Word of Mouth
    4. Expert-to-Expert Word of Mouth
    5. Expert-to-Peer and Peer-to-Peer Word of Mouth
    6. The Catch-22 of Marketing
    7. Delivery of Word of Mouth
    8. The Care and Feeding of Champions
  14. Chapter 7: The 3rd M: Motivation
    1. Beware of a Trap: Intrinsic Versus Extrinsic Word of Mouth
    2. The Secret Exception
    3. Another Trap
  15. Chapter 8: The 4th M: Means or Media
    1. Additional Ideas
    2. Search Engine Optimization
    3. Getting Involved
  16. Chapter 9: The 5th M: Measurement
    1. The Problem
    2. The Difference Between Measurement and Research
    3. How to Research Word of Mouth
    4. Other Research Designs
  17. Chapter 10: The 6th M: Multiplication
    1. What Is Trust?
    2. Further Secrets of Trust
  18. Chapter 11: (Almost) Everything I Learned About Marketing, I Learned in My Father’s Drugstore. Let Me Share It With You.
    1. Key Secrets from My Father’s Example
    2. More Secrets from My Father’s Example
  19. Chapter 12: Constructing the Ultimate Word-of-Mouth Campaign
    1. The First Word-of-Mouth Programs
    2. How I First Harnessed Word of Mouth
    3. Success Stories of Word-of-Mouth Sessions
    4. Making Word of Mouth More Valuable
    5. Situations That Benefit from Word-of-Mouth Programs, Events, and Sites
    6. Products With Which You Should Avoid Word-of-Mouth Events
  20. Chapter 13: Six Steps to Harnessing Word of Mouth
    1. Constructing Your Word-of-Mouth Campaign
    2. An Example of the Six-Step Process
    3. The Process in Detail
    4. Product Seeding
    5. Very Expensive Products
    6. Internal Word of Mouth
    7. Word-of-Mouth Campaigns With High-Ticket, Professional Products
  21. Chapter 14: Which Methods Work Best for What? A Word-of-Mouth Checklist
    1. Sources and Delivery Mechanisms
    2. Word-of-Mouth Checklist
  22. Chapter 15: Word-of-Mouth Marketing for Specific Audiences and Circumstances
    1. How to Develop a WOMworthy Differentiation in a Practice or Profession
    2. Secrets of Word-of-Mouth Marketing for Specific, Special, or Narrower Circumstances
    3. Additional Tips, Techniques, and Suggestions
  23. Chapter 16: Tips, Techniques, and Suggestions That Will Make It Easier
    1. Who Can Help You Construct Word-of-Mouth Campaigns?
    2. Word-of-Mouth Fraud and Other Shady Practices
  24. Epilogue: Let’s Talk
  25. Bibliography
  26. Recommended Reading
  27. Appendix
  28. Index