Book Reviews, Book Marketing, Selling a New Book
Review of books Articles & Information
|
|
|
Book Reviews, Book Marketing, Selling a New Book |
|
| |||
|
|
| ||
|
| |||
|
Books | |||
|
You are free to use content from this page in your blog or website, in return for a link back to this page from that blog or website.
Book Summary: Secrets of Word Of Mouth Marketing
Spread the word about your hot new product or company! Word-of-mouth marketing is the 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 the first resources on how to harness the often underestimated power of word-of-mouth, and be heard above the media noise. 1. Word-of-mouth is actually the center of the marketing universe. 2. Just as it is untrue that the sun revolves around the 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 the source is normally independent of the company, he or she is offering his or her own candid opinion and therefore, the marketing appears credible. 4. Advertising is the 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 the 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 the age of the 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 the speed with which decisions are made. Decision speed is the 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 the decision process. 9. Marketing success is determined more by the 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 the 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 the 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 the tarmac. People love a good story, and that is the essence of word of mouth. 12. There are 9 levels of word-of-mouth. They range from the public scandal of minus 4, the product boycott of minus 3, to the raving customers/advocates who tell you how great your product or service is (plus 3) to the "talk of the town" level (plus 4). 13. Examples of those who have reached plus 4 level of word-of-mouth marketing are: 14. Lexus Automobiles, Saturn Car Company, Harley-Davidson, Netscape Navigator, Celestial seasonings herbal tea, The Internet, and Apple Computer. 15. Some ways of harnessing word of mouth are by using experts like customers, suppliers, salespeople, experts' roundtable discussions and selling groups. Take advantage of seminars, workshops, and speaking engagements, dinner meetings, teleconferenced panel discussions, and trade shows. "Canned" Word of Mouth consists of putting out videotapes, audiotapes, using a well-designed website, or distributing CDs. There are also ways such as referral selling programs, testimonials, and networking methods, hotlines (1-800 numbers) and e-mail. 16. Using traditional media for Word of Mouth means using customer service as a word-of-mouth engine, public relations, placements, unusual events, promotions, word of mouth in ads, sales brochures, or direct mail, salesperson programs, sales stars, peer training, or using salespeople as word-of-mouth generators, word-of-mouth incentive programs ("Tell-a-friend" programs), useful gifts to customers (articles, how-to manuals) that they can give their friends. 17. Employees should be actively spreading word of mouth about your products. Spread stories around about examples of superior customer service. Give people a common mission and make rewards dependent on the accomplishment of that mission. 18. Word of mouth accelerates the process of customer decision-making, from deciding to decide, asking for information, weighing options, evaluating a free trial, and then finally becoming a customer and advocate. 19. With customer-oriented service, your company can increase sales via word of mouth. Specific steps in creating a word of mouth campaign: 1. Find some way to get the product into the hands of key influencers. 2. Provide a channel for the influencers to talk and get all fired up about your product. 3. Gather testimonials and endorsements, like actual letters of praise. 4. Form an ongoing group that meets once a year in a resort but once a month by teleconference or daily by list group 5. Create fun events to bring users together and invite non-users. Saturn, Harley-Davidson, and Lexus have been successful with this approach. 6. Produce cassettes, videotapes, and clips on your Web site featuring enthusiastic customers talking with other enthusiastic customers. Custom-create some CDs for each potential customer. 7. Conduct seminars and workshops 8. Create a club with membership benefits 9. Pass out flyers. Tell friends. Offer special incentives and discounts for friends who tell their friends. 10. Use the Internet! 11. Do at least one outrageous thing to generate word of mouth. 12. Empower employees to go the extra mile. 13. Network and brainstorm for ideas 14. Run special sales 15. Script! Tell people exactly what to say in their word of mouth communication. By: Regine P. Azurin and Yvette Pantilla href="http://www.bizsum.com "A Lot Of Great Books....Too Little Time To Read" Free Book Summaries Of Latest Bestsellers and More! mailto:freenewsletter@bizsum.com BusinessSummaries is a BusinessSummaries.com service. (c) Copyright 2001-2005, BusinessSummaries.com Regine Azurin is the President of a company that provides business book summaries of the latest bestsellers for busy executives and entrepreneurs.
Cat 267 |
|
|
|
RELATED ARTICLES
Unspoken Dreams - Book Review "Carol Bennett writes a stunning mystery-thriller. Her chilling entrance is one I have encountered only rarely in a book. Here, we have a victim who looks like he had been swarmed by bees in the middle of a storm, but the reader is lead to believe that it was something much more ominous and that it is about to get worse. Twin Falls, Gooding, Jerome, ID, and Regional Economic Outlook for 2005 Twin Falls Economic Report done by me; Twin Falls, ID has potential for additional car washes, Detail Centers and mobile washing units. Twin Falls has enough water in their reservoirs to make it through the Summer for farmers and agriculture industries. Mike BuRec said recently that even if this winter has a snow pack of 20 feet we will not be back to normal levels. American Falls is at only 14% capacity. Palisades is at 12% and Jackson Lake is at 65%, but remember fires take water too. Water in the rivers and reservoirs is important for many reasons, and realize that 2/3 of all fresh trout worldwide come from Magic Valley South Central Idaho and Snake River. The Shoshone Falls are 212 feet high, Book Review for The Margaret Ellen, A Karen Cobia Mystery by RC Burdick I've discovered a new favorite author, and his name is RC Burdick. What is the Emperor Wearing - A Book Summary What is the Emperor Wearing? The Birth of I Confess I dreamed since I was fourteen years old to spend most of my existence writing. I began reading at this time, and reading became my passion. I knew this was the vocation for me. I wanted to continue to read and then write that best selling novel. The Bubblegum Babes Guide to Sixth Grade - Review This is one book that I would have cherished as a little girl. The Bubblegum Babes' Guide to Sixth Grade is the first in a series designed for young people growing up in today's fast-paced and high-pressure world. Doreen Lewis wrote it so that each chapter can be read as a complete story on its own - perfect for pre-teens that like to read small sections at a time. An award winning author and mother of two, Doreen writes with clarity and energy and draws upon her life for inspiration in her work. Her own personality is revealed nicely in the Acknowledgement and About Author sections in the book. Screenwriter and Novelist Marguerite Ashton Receives Rave Reviews for Mafia Novel When asked what gave her the idea for the story, she replied, "I am a big movie fanatic of all genres, but if you were to ask my favorites, it would be mafia and horror. With Taylini, I decided to add a twist that is not included in your usual "mafia stories." Product Review: Quick and Easy Ways to Instantly Mine Pure Gold from WordTracker The other day I was surfing the net looking for resources relating to WordTracker. WordTracker is, in my opinion, one of the top two market research tools on the net. The problem is that very few people understand how to harness the real power this service provides. Heck, I'm been stuck in their 'Keyword Universe' section for hours? until now. Product Review: Affiliate Mistakes Special Report In his ebook "Affiliate Mistakes Special Report," Chuck McCullough teaches you how to spot and avoid or correct ten simple, yet costly errors that can seriously damage your efforts to promote affiliate programs successfully. Instead of writing about the broad based generalities of affiliate marketing, Chuck takes you by the hand and teaches you why most affiliates never make a dime in commission. Then using a detailed and systematic approach, he provides you with an effective, easy to implement solution to correct these mistakes. Kmarts Ten Deadly Sins - AchieveMax Top Ten Book Review Kmart's Ten Deadly Sins: How Incompetence Tainted an American Icon was begging to be written. It probably would have surfaced much earlier if not for the fear of many authors that publishing too soon would result in the omission of who knows how many future bewildering tactics by the forever transforming retail giant, K-mart. Actually, contrary to my early assumption, this book is less an indictment of K-mart than it is a combination of warnings and lessons to everyone else. There are so many negative examples in the news today of how NOT to succeed in business. However, many organizations fail to acknowledge or learn from these examples. Book Release: Ginas Poems - Adventures in Love Book Release: Gina's Poems -- Adventures in Love Written & illustrated by Siegfried J. Heger ISBN 0-9763503-0-0 Perfect Bound, 72 pages, (8.5"x 7" x ") Contact: Dolores Gaines, YOSOY Publishing, 562-989-2901 e-mail info@yosoypublishing.com Book Summary: Effective Networking For Personal Success We are all "self-employed" now. Book Review: Kiss, Bow, or Shake Hands {How To Do Business In Sixty Countries} Kiss, Bow, Or Shake Hands: How To Do Business In Sixty Countries By Terri Morrison, Wayne A. Conaway, George A. Borden, and Hans Koehler Call Me Mommy - Book Review Retired police captain, Marshall Frank, has written another excellent read in his latest work, Call Me Mommy. Marshall is definitely a prolific writer ' he has authored five books and hundreds of short stories and essays to date. Book Summary: The E-Myth Revisited Ever wonder why most small businesses-- no matter how huge effort they put in their endeavor--still fail? Micheal Gerber reveals the answers in this book. Accordingly, the future of small businesses revolve in only three philosophies: the e-myth (entrepreneurial myth), the turn-key revolution, and the business development process. The Red Hourglass: Lives of the Predators, by Gordon Grice The black widow spider is notorious for eating her mate as they copulate, but how many of us know much more than that about this beautiful, mysterious, spider? James Martells Methods and Yahoo In James Martell's Affiliate Handbook, he mentions that he focuses on optimizing almost exclusively for Google, since they get the bulk of search engine traffic. But there's been a little bit of controversy lately about some of James's sites being penalized by Google. My personal suspicion is that his sites were excessively cross-linked, and some of them might have had duplicated content. But one of the things I have noticed is that the Martell sites are doing very well in Yahoo. Inspiration for the Fired Soul You're Fired! is a book that tackles the real story's behind these two little words that pack so much punch. Erasure and the Othering of Texts Percival Everett's Erasure takes a look at how racism affects various aspects of our lives that we may be unaware of. An excellent example of this is when Ellison ventures into the bookstore to look for his novel only to realize that they are in the Africa-American literature section. A place, as he points out, that is wholly inappropriate for the type of novels he writes and makes it impossible for anyone who might be interested in his re-workings of obscure Greek texts. Book Summary : The E-Myth Revisited Ever wonder why most small businesses-- no matter how huge effort they put in their endeavor--still fail? Micheal Gerber reveals the answers in this book. Accordingly, the future of small businesses revolve in only three philosophies: the e-myth (entrepreneurial myth), the turn-key revolution, and the business development process.
|
 |
| Copyright © 2010 www.dovada.net.au Website hosting Australia |
