Product Description

This text shows readers how to methodically start up and control word-of-mouth marketing.

Product Details

• Amazon Sales Rank: #381193 in Books
• Published on: 2001-04-01
• Original language: English
• Number of items: 1
• Binding: Paperback
• 272 pages

Customer Reviews

excellent book
I have 10+ years of experience marketing and launching high tech (and non high tech yet innovative) products of various sort and i found this information both accurate, invaluably concise and making good business sense. I find it an excellent complement to more theory oriented books like the "tipping point" and the "anatomy of buzz".

These last two books will explain you how words of mouth works but will not give you any really in depth insight about how you can make words of mouth work for you. "The secrets of words of mouth marketing" does.

To give just and example: the "decision matrix" described in chapter 5 is an extremely concise and rich tool for anticipating the concrete information that customers need to hear in order to decide about a product. For instance if you are currently targeting early adopters kind of customers then the matrix will tell you the exact content of what they need to hear in order to help them "decide to decide", "weigh information in your favor", "engage in a trial" etc. The decision matrix will also tell you what middle majority/pragmatist customers will need to hear to make the same kind of decisions and of course it's not at all the same (those of you wondering what I mean by early adopters, middle majority etc will find the info in the book -- this belongs to the diffusion of innovation theory of Everett Rogers something that any person seriously interested about words-of-mouth need to know about anyway by reading the two other books or this one).

You might have notice that in the previous paragraph I have been speaking about what customer "need to hear" and not what your company "needs to tell them". I think it's one of the great success of the book in helping us to really see the difference between the two, to understand that what you company say is less important than what your cstomer say and think and to understand how words-of-mouth can be "organized" in order for the two to match better.

Great book!!

Very good point of view
To harness the power of word of mouth: it is really the key for success nowadays, considering that consumers believe more what other consumers advice than anything else. But most importantly, it gives great indications also on how to disarm the negative word of mouth, a topic that would deserve so much more focus from business books.
However: great, easy to read, clear and capturing. Good book!