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, 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 specialising 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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