Marketing: Book Summary: Secrets Of Word-Of-Mouth Marketing

Book Summary: Secrets Of Word-Of-Mouth Marketing

Written by Regine P. Azurin

Book Summary: The Secrets of Word-of-Mouth Marketing By: Regine Azurin and Yvette Pantilla

This article is based on repparttar following book: The Secrets of Word-of-Mouth Marketing "How to trigger exponential sales through runaway word of mouth" George Silverman, Amacom 2001 ISBN 0-8144-7072-6 272 pages

Spread repparttar 121301 word about your hot new product or company!

Word-of-mouth marketing is repparttar 121302 most powerful and persuasive weapon you can use, and it won’t cost you anything! Based on George Silverman’s years of consulting with successful word-of-mouth campaigns of his own clients, here is one of repparttar 121303 first resources on how to harness repparttar 121304 often underestimated power of word-of-mouth, and be heard above repparttar 121305 media noise.

1. Word-of-mouth is actually repparttar 121306 center of repparttar 121307 marketing universe. 2. Just as it is untrue that repparttar 121308 sun revolves around repparttar 121309 earth, marketing does not really revolve around advertising, selling, and promotions. Much of marketing actually centers around illusion-creation. 3. Word-of-mouth offers an authenticity to it because repparttar 121310 source is normally independent of repparttar 121311 company, he or she is offering his or her own candid opinion and therefore, repparttar 121312 marketing appears credible. 4. Advertising is repparttar 121313 renting of a medium to send out a carefully crafted message to a specific audience. Everything is paid for, whereas word-of-mouth is a more effective tool; and best of all, it is absolutely free. 5. Word-of-mouth can take on a life of its own. There are no limits to how far-reaching it can be. Just study how fast a good joke on repparttar 121314 e-mail circulates. 6. Studies have shown that a satisfied customer will tell an average of three people about a product or service she likes, and eleven people about a product or service with which she had a negative experience. 7. Because this is repparttar 121315 age of repparttar 121316 Internet, e-mail, websites, chat rooms, and video teleconferencing, word-of-mouth is even more important to businesses today than ever before. 8. The most important way by which sales can increase is by increasing repparttar 121317 speed with which decisions are made. Decision speed is repparttar 121318 time it takes for your customer to go from initial awareness to enthusiastic use and recommendation of your product or service. Simplicity, ease, and fun govern repparttar 121319 decision process. 9. Marketing success is determined more by repparttar 121320 time it takes for your customer to decide on your product than by any other single factor. Decision speed is more powerful than positioning, image, value, customer satisfaction, guarantees, or even product superiority. 10. Shortening repparttar 121321 customer’s decision cycle means your product’s benefits, claims, and promises must be obvious and compelling; information must be clear, balanced, and credible; comparisons must reveal meaningful differences, your trials should be free and easy, your evaluations, clear and simple. Guarantees should be ironclad and generous. Testimonials and other word-of-mouth marketing must be relevant and believable. Delivery, training, and support offered must be superior. 11. A good way to spread repparttar 121322 word on your company is to circulate true, positive stories about it. FedEx is famous for its legendary employee who hired a chopper just to deliver a package forgotten on repparttar 121323 tarmac. People love a good story, and that is repparttar 121324 essence of word of mouth. 12. There are 9 levels of word-of-mouth. They range from repparttar 121325 public scandal of minus 4, repparttar 121326 product boycott of minus 3, to repparttar 121327 raving customers/advocates who tell you how great

Articles That Sell

Written by Bonnie Jo Davis

Use The Best Kept Secret Of The Internet To Promote Your Business For FREE!

The power of repparttar Internet as a marketing tool for small business owners cannot be overstated. However, developing a web site is only repparttar 121300 first piece of this intricate puzzle. Driving traffic to your site is an ongoing, arduous process - one that is most effectively achieved when you employ multiple strategies.

One such strategy is contributing content to web sites, article archives, and "e-zines." Because your URL will be included in your by-line, this is a very inexpensive form of on-line promotion from a number of perspectives:

·A significant percentage of readers will "click-through" to visit your web site ·The increased number of links "pointing" to your site improves its search engine rankings ·Because you have demonstrated your expertise in repparttar 121301 article, you will generally be held in higher regard than if you were simply advertising or listed in search engine results

The first step in repparttar 121302 article submission process is to determine your target audience, repparttar 121303 web sites they visit, and repparttar 121304 types of articles they enjoy reading.

Let's assume, for illustration purposes, that you want to get repparttar 121305 attention of human resources professionals. Visit a search engine such as http://www.google.com, and enter repparttar 121306 phrase "human resources."

Browse some of repparttar 121307 resulting web sites to get a sense of topics that are currently "hot." If you find that employee retention is a top concern for HR - and you have valuable insights to offer - you're ready to start writing!

Here are some tips to guide you:

·Be sure that your content is informative and useful - not an advertisement for your services ·Keep repparttar 121308 article length to between 750 and 1,000 words ·Include a four-line by-line that consists of a brief biography, your contact information (i.e., email address and telephone number), and web site URL ·Format your article in a text file with carriage returns inserted at 65 characters or less and create a version in Word or WordPerfect.

Don't overlook carefully proofreading your work. If possible, wait at least one day after writing repparttar 121309 piece to proofread it and ask a friend, family member, colleague to review it as well. Also consider hiring a writing or editing specialist (such as Affinity Business Communications at http://www.affinitybizcomm.com/) to perform a bit of "wordsmithing."

It's now time to identify appropriate venues for your article. The HR-specific web sites that you found earlier are a perfect place to start. These might include http://www.shrm.org/, http://humanresources.about.com/, and http://www.suite101.com/articles.cfm/human_resources.

Next, identify professional and non-profit associations whose members may benefit from your content. A search engine or an association locator such as http://www.asaenet.org/find/ or http://www.associationcentral.com can help you do this, and there may be opportunities to publish your work in journals or newsletters at both repparttar 121310 national and local (i.e., chapter) level.

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