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

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

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

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

Synopsis

The first edition of The Secrets of Word-of-Mouth Marketing provided readers with step-by-step guidance for constructing a word-of-mouth marketing campaign that would penetrate successive audience tiers and build sales exponentially. Extensively revised to reflect the profound changes in the marketplace, from new attitudes and communication methods, to new ways of relating to increasingly wary Web 2.0 customers, the second edition of this groundbreaking book shows readers how they can move beyond traditional approaches to inspire the kind of word of mouth that catches fire and generates revenue. Featuring enlightening case studies and examples, as well as an updated version of the author's innovative Decision Matrix for identifying potential buyers and determining and crafting the right kind of message, The Secrets of Word-of-Mouth Marketing simplifies the process of choosing the delivery method, harnessing the power of influencers, and measuring results. From how to navigate the latest digital media to what Malcolm Gladwell got wrong, this is still the last word on word of mouth. "

Excerpt

One day through the primeval wood
A calf walked home, as good calves should;
But made a trail all bent askew,
A crooked trail as all calves do.

Since then three hundred years have fled,
And I infer the calf is dead.
But still he left behind his trail,
And thereby hangs my moral tale:

The trail was taken up next day
By a lone dog that passed that way;
And then a wise bellwether sheep
Pursued the trail o’er hill and glade
Through those old woods a path was made.

And many men wound in and out
And dodged and turned and bent about
And uttered words of righteous wrath
Because ‘twas such a crooked path;
But still they followed—do not laugh—
The first migrations of that calf,
And through this winding wood-way stalked
Because he wobbled when he walked.

This forest path became a lane
That bent and turned and turned again;
This crooked lane became a road,
Where many a horse with his load
Toiled on beneath the burning sun,
And traveled some three miles in one.
And thus a century and a half
They trod the footsteps of that calf.

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