Word-of-Mouth Marketing

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Twitter just provided yet another confirmation of the power of word of mouth, and a useful tip for you if you get into the kind of trouble that I did. This could get you out of serious trouble someday: The Wednesday before the Hurricane Irene was to hit NYC, all ...

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The Secrets of Word-of-Mouth Marketing – Second Edition I have a gift for you, the readers of my blog: a free copy of the Second Edition of my book, “The Secrets of Word-of-Mouth Marketing.” I’ve described a little of its history here. It is a broad, systematic approach to word-of-mouth marketing. ...

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The No-Brainer Solution I guess after the annual Super Bowl Advertising Debacle — in which advertisers try to show how cool they are by making “in” cultural references and edgy humorous skits that have nothing to do with product benefits — I’m on a clarification and simplification of message kick. ...

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The day after the Super Bowl, I’m still recovering from the commercials. Is it my imagination, or do they get worse every year? The unavoidable conclusion is that these advertisers and their agencies have no idea what advertising as all about. It was a mélange of nostalgia, obscure cultural references, ...

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If you are receiving this blog via email rather than an RSS feed, you may get duplicates for a short time. Please accept my apologies. I’m switching from FeedBurner to AWeber, so you may get some emails from both. If you do, please look at the bottom line of the ...

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Watch these YouTube videos for an amazing, poignant example of how word of mouth, passed on from a social networking web site exploded into a national exposure (13 Million YouTube views as of this post!), got the man national fame, a job and a house, in a matter of a ...

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[Excerpt from 2nd edition of Secrets of Word of Mouth Marketing — April, 2011] Modified slightly for blog post Our understanding of the spread of word of mouth was helped in the early 2000′s by comparing the spread of ideas to the spread of infectious diseases, specifically viruses. It was a ...

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A university has just put “Viral” at the top of their 2011 List of Banished Words. Bravo! Now, let’s ban “Viral Marketing” from the marketing lexicon Usually, when people talk of the “viral” spread of anything, or “viral marketing,” they have no idea what they are talking about. They just ...

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The Silverman Uncertainty Principle: You can’t measure your word-of-mouth campaign with a conventional control group design, because the purpose of word of mouth is to set off a chain reaction of second-order word of mouth that reaches everyone quickly. In experimental design, it is called “contaminating the control group.”  You ...

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First, I have to make a disclaimer. I am not advocating the following, I am reporting on it because it is interesting and illustrates several important properties of word of mouth. Let’s call it hoax marketing: Here’s the way it works:

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My interest in marketing started one day in my father’s drug store. I watched a Camel Cigarette salesman repeatedly approach customers who had just bought a pack of the largest competing brand, Chesterfield.  He had pushed a Camel and a Chesterfield cigarette through two holes in a 3 x 5 ...

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Here’s a much more manageable table of contents of Secrets of Word-of-Mouth Marketing: Marketing in a World Where People Only Listen to their Friends, 2nd Ed. April of 2011 is the target publication date. But you don’t have to wait. My deal with my publisher is that I can use ...

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The new media are not just incremental improvements. They are fundamentally new ways of doing things. They are supplanting the old media because something basic is changing. So, High Definition TV is only a quality improvement until it becomes so realistic that it changes people’s behavior. For instance, people actually ...

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A teacher once observed a child having trouble zipping up his jacket. She said, “The secret is to put the straight part all the way in, hold it in with one hand while pulling on the tab with the other hand.” The child asked, “Why is that a secret?” In ...

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I’m in the final stretch of the 2nd Edition of Secrets of Word-of-Mouth Marketing. I’ll be publishing drafts of sections and chapters here. The final is due on July 31. Those of you who would like a preview can find it as it appears here  — just subscribe to this blog ...

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Draft Table of Contents Secrets of Word-of-Mouth Marketing Comments, questions, suggestions will be greatly appreciated. What’s missing, for you? What’s unclear? What made you say, “I can’t wait.”? Prologue: The Calf-Path Poem Acknowledgments Why this book is different This is the first and only systematic word-of-mouth marketing system It gives ...

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Don’t you just love all the emails you get that say… Please do not reply to this email. This e-mail has been sent to you automatically and is not capable of handling responses. … without giving you a selection of addresses to reply to? Or, without actively asking for feedback, ...

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The Secrets of Word-of-Mouth Marketing was published in 2001. I've been compiling a list of the new media that have emerged since then. There are about 20-30 new categories of media (depending upon how you slice and dice the categories , with several major players in each category — hundreds ...

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  Listening to Customers Isn’t Enough Note: This was written in 1990, so the remarks should be taken in the context of that year. It’s amazing how many of the predictions came true! This article is more timely now than it was 20 years ago! Companies are trying much harder ...

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