The Secrets of Word-of-Mouth Marketing

Word of Mouth * Expert-to-Expert Word of Mouth * Expert-to-Peer and Peer-to-Peer Word of Mouth * Th e Catch-22 of Marketing * Delivery of Word of Mouth * Th e Care and Feeding of Champions CHAPTER 7 The 3rd M: Motivation 141 Beware of a Trap: Intrinsic Versus Extrinsic Word of Mouth * Th e Secret Exception * Another Trap CHAPTER 8 The 4th M: Means or Media 145 Additional Ideas * Search Engine Optimization * Getting Involved CHAPTER 9 The 5th M: Measurement 155 Th e Problem * Th e Diff erence Between Measurement and Research * How to Research Word of Mouth * Other Research Designs CHAPTER 10 The 6th M: Multiplication 161 What Is Trust? * Further Secrets of Trust CHAPTER 11 (Almost) Everything I Learned About Marketing, I Learned in My Father's Drugstore. Let Me Share It With You. 165 Key Secrets from My Father's Example * More Secrets from My Father's Example CHAPTER 12 Constructing the Ultimate Word-of-Mouth Campaign 173 Th e First Word-of-Mouth Programs * How I First Harnessed Word of Mouth * Success Stories of Word-of-Mouth Sessions * Making Word of Mouth More Valuable * Situations Th at Benefi t from Word-of-Mouth Programs, Events, and Sites * Products With Which You Should Avoid Word-of-Mouth Events CHAPTER 13 Six Steps to Harnessing Word of Mouth 189 Constructing Your Word-of-Mouth Campaign * An Example of the Six-Step Process * Th e Process in Detail * Product Seeding * Very Expensive Products * Internal Word of Mouth * Word-of-Mouth Campaigns With High-Ticket, Professional Products CHAPTER 14 Which Methods Work Best for What? A Word-of-Mouth Checklist 207 Sources and Delivery Mechanisms * Word-of-Mouth Checklist viii Contents CHAPTER 15 Word-of-Mouth Marketing for Specifi c Audiences and Circumstances 213 How to Develop a WOMworthy Diff erentiation in a Practice or Profession * Secrets of Word-of-Mouth Marketing for Specifi c, Special, or Narrower Circumstances * Additional Tips, Techniques, and Suggestions CHAPTER 16 Tips, Techniques, and Suggestions That Will Make It Easier 231 Who Can Help You Construct Word-of-Mouth Campaigns? * Wordof- Mouth Fraud and Other Shady Practices Epilogue: Let's Talk 235 Bibliography 237 Recommended Reading 239 Appendix 243 Index 251