C O N T E N T S
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
Champions
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
Example
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
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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