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The Secrets of Word-of-Mouth Marketing


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Table of Contents


Acknowledgments ix

Prologue: The Calf-Path xiii

Introduction 1

Why Th is Book-and Word-of-Mouth Marketing Today-Is Diff erent *

Secrets * "Let's Go Up a Level of Abstraction" * Stupid Questions *

Customer = Prospect unless Customer Prospect * "Buy" = "Buy into"

= "Adopt" = "Believe," Also, "Sell" = "Convince" = "Persuade" * Product

= Service = Idea = Methodology * Word-of-Mouth Marketing Is NOT

Word-of-Mouth Advertising

CHAPTER 1 The Systematic Approach to Word of Mouth 7

Th e Digital-Information-Knowledge-Transportation-Communications-

Internet-Marketing-Word-of-Mouth Revolutions * Th e Dot-Com Super

Bowl * Th e New Media * Th e New Challenges of Marketing * Th is

Book Has a New Purpose-Our Goals Have Changed * A Trip into a

New Way of Th inking

CHAPTER 2 Dominating Your Market by Easifying the Customer

Decision Cycle 27

Th e Function of Word of Mouth * What Is Marketing? * Decision Speed

* Your Decision Easifi cation System * How to Do It * Cut Decision

Time in Half

CHAPTER 3 How to Use Word of Mouth to Easify the Decision Process 51

Property 1. Word of Mouth's Megapower * Property 2. Th e Speed of

Word of Mouth * Property 3. Independent Credibility * Property 4.

Th e Hidden Advantage of Word of Mouth: Experience Delivery * Property

5. Word of Mouth Is More Relevant and Complete * Property 6.

Word of Mouth Feeds on Itself * Property 7. Word of Mouth Itself

Becomes One of the Product's Attributes

CHAPTER 4 The Decision Process 79

Th e Decision Process-Overview * Th e Adopter Types: How Word of

Mouth Works for Diff erent Types of Decision Makers * Decision

Styles-Putting Together the Adopter Types With the Decision Stages *

Th e Decision Matrix

CHAPTER 5 Six Ms to Live By 105

Th e Six Ms * Give Th em Something to Talk About * So, the Form Is

Stories. What's the Content?

CHAPTER 6 The 2nd M: The Mavens 123

Delivering the Message * Th e Controversy: Infl uencers Versus Peers *

Sources of Word of Mouth * Expert-to-Expert Word of Mouth *

Expert-to-Peer and Peer-to-Peer Word of Mouth * Th e Catch-22 of

Marketing * Delivery of Word of Mouth * Th e Care and Feeding of


CHAPTER 7 The 3rd M: Motivation 141

Beware of a Trap: Intrinsic Versus Extrinsic Word of Mouth * Th e

Secret Exception * Another Trap

CHAPTER 8 The 4th M: Means or Media 145

Additional Ideas * Search Engine Optimization * Getting Involved

CHAPTER 9 The 5th M: Measurement 155

Th e Problem * Th e Diff erence Between Measurement and Research *

How to Research Word of Mouth * Other Research Designs

CHAPTER 10 The 6th M: Multiplication 161

What Is Trust? * Further Secrets of Trust

CHAPTER 11 (Almost) Everything I Learned About Marketing,

I Learned in My Father's Drugstore. Let Me Share It With You. 165

Key Secrets from My Father's Example * More Secrets from My Father's


CHAPTER 12 Constructing the Ultimate Word-of-Mouth Campaign 173

Th e First Word-of-Mouth Programs * How I First Harnessed Word of

Mouth * Success Stories of Word-of-Mouth Sessions * Making Word

of Mouth More Valuable * Situations Th at Benefi t from Word-of-Mouth

Programs, Events, and Sites * Products With Which You Should Avoid

Word-of-Mouth Events

CHAPTER 13 Six Steps to Harnessing Word of Mouth 189

Constructing Your Word-of-Mouth Campaign * An Example of the

Six-Step Process * Th e Process in Detail * Product Seeding * Very

Expensive Products * Internal Word of Mouth * Word-of-Mouth

Campaigns With High-Ticket, Professional Products

CHAPTER 14 Which Methods Work Best for What?

A Word-of-Mouth Checklist 207

Sources and Delivery Mechanisms * Word-of-Mouth Checklist

viii Contents

CHAPTER 15 Word-of-Mouth Marketing for Specifi c Audiences

and Circumstances 213

How to Develop a WOMworthy Diff erentiation in a Practice or Profession

* Secrets of Word-of-Mouth Marketing for Specifi c, Special, or Narrower

Circumstances * Additional Tips, Techniques, and Suggestions

CHAPTER 16 Tips, Techniques, and Suggestions That Will Make

It Easier 231

Who Can Help You Construct Word-of-Mouth Campaigns? * Wordof-

Mouth Fraud and Other Shady Practices

Epilogue: Let's Talk 235

Bibliography 237

Recommended Reading 239

Appendix 243

Index 251

About the Author

George Silverman (Nanuet, NY), an acknowledged expert in word-of-mouth marketing, has been designing successful campaigns since 1971. He is founder and CEO of Market Navigation, Inc., a consulting firm specializing in simplifying customers' decision steps through word of mouth.


..".an excellent and very much recommended read, a top pick for any business leader." --The Midwest Book Review

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