Secrets of Word-of-mouth Marketing: How to Trigger Exponential Sales Through Runaway Word of Mouth [Englisch] [Taschenbuch]

That approach seemed too brute force to me, so I continued looking around for my grand unified theory. Not at all thinking I'd found my golden chalice, I noticed George Silverman's "Word-of-Mouth Advertising" in the bookstore and was intrigued by the prospect of sysmetically generating word of mouth.

After reading it, I realized I'd finally found my theory. In fact, what I considered my ultimate marketing theory was only the foundation for this book! Silverman then went on to use these ideas to discuss how to create systematic word-of-mouth campaigns! The grand theory, by the way, is simply modeling the customer buying process--not a huge innovation at first glance, but when presented by Silverman it becomes clear just how overlooked an idea it is. I've seen the customer buying process in marketing textbooks before, but it was never presented as the foundation for all marketing everything as, in my opinion now, it should have been.

The remainder of the book discusses how word of mouth works, the different levels of word of mouth, and plenty of other ideas. It tells you why people spread word-of-mouth (basically being so over-satisfied with a product/service that they feel compelled to talk about it) and how to help them do it (give them tools to quickly contact their friends).

In the end, this book makes me feel like a better professional because now I have an intellectual basis for approaching all my projects, rather than just "instints", "intuition" or other pools of ideas whose reliability and accuracy is somewhat flimsy.

I hate to say it since I'm basically talking to competitors here, but if you're in marketing, you pretty much need to buy this book.

To give just and example: the "decision matrix" described in chapter 5 is an extremely concise and rich tool for anticipating the concrete information that customers need to hear in order to decide about a product. For instance if you are currently targeting early adopters kind of customers then the matrix will tell you the exact content of what they need to hear in order to help them "decide to decide", "weigh information in your favor", "engage in a trial" etc. The decision matrix will also tell you what middle majority/pragmatist customers will need to hear to make the same kind of decisions and of course it's not at all the same (those of you wondering what I mean by early adopters, middle majority etc will find the info in the book -- this belongs to the diffusion of innovation theory of Everett Rogers something that any person seriously interested about words-of-mouth need to know about anyway by reading the two other books or this one).

You might have notice that in the previous paragraph I have been speaking about what customer "need to hear" and not what your company "needs to tell them". I think it's one of the great success of the book in helping us to really see the difference between the two, to understand that what you company say is less important than what your cstomer say and think and to understand how words-of-mouth can be "organized" in order for the two to match better.

Great book!!

Bruno Levy