The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales through Runaway Word of Mouth

The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales through Runaway Word of Mouth

The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales through Runaway Word of Mouth

The Secrets of Word-of-Mouth Marketing: How to Trigger Exponential Sales through Runaway Word of Mouth

Excerpt

If you simply observe the sky, it is obvious—but untrue—that the Sun revolves around the Earth. It is just as obvious—but just as untrue—that marketing revolves around advertising, selling, and promotion.

Both are illusions: things that appear compellingly true but aren't. I have been a serious student of illusion since childhood, in the hope that becoming an expert in the principles of illusion (I prefer to be called a close-up illusionist rather than a magician) will make me see reality more clearly. In that spirit I can confidently report to you that most of marketing is illusion. In two ways.

First, much of modern-day marketing is about creating illusions about products, variously called product image, positioning, brand identity, and other buzzwords. There is nothing wrong with that, since much of life is about creating legitimate illusion. For instance, all art is illusion. A painting is only some smears of paint. But what smears! They are capable of evoking images of people and inspiring intense emotion. Film is just a series of stills (themselves illusions, being only arrangements of colored film emulsion or videotape electronic impulses) run at a fast speed to create the illusion of motion. Actors are creating the illusion that they are someone else. Magicians are actors playing the part of people who can do the impossible.

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