The Secrets of Word-of-Mouth Marketing, 2nd Edition

Table of contents

1. Cover Page
2. Title Page
3. Copyright Page
4. Contents
5. Acknowledgments
6. Prologue: The Calf-Path
7. Introduction
   1. Why This Book—and Word-of-Mouth Marketing Today—Is Different
   2. Secrets
   3. “Let’s Go Up a Level of Abstraction”
   4. Stupid Questions
   5. Customer = Prospect unless Customer ≠ Prospect
   6. “Buy” = “Buy into” = “Adopt” = “Believe,” Also, “Sell” = “Convince” = “Persuade”
   7. Product = Service = Idea = Methodology
   8. Word-of-Mouth Marketing Is NOT Word-of-Mouth Advertising
8. Chapter 1: The Systematic Approach to Word of Mouth
   1. The Digital-Information-Knowledge-Transportation-Communications-Internet-Marketing-Word-of-Mouth Revolutions
   2. The Dot-Com Super Bowl
   3. The New Media
   4. The New Challenges of Marketing
   5. This Book Has a New Purpose—Our Goals Have Changed
   6. A Trip into a New Way of Thinking
9. Chapter 2: Dominating Your Market by Easifying the Customer Decision Cycle
   1. The Function of Word of Mouth
   2. What Is Marketing?
   3. Decision Speed
   4. Your Decision Easification System
   5. How to Do It
   6. Cut Decision Time in Half
10. Chapter 3: How to Use Word of Mouth to Easify the Decision Process
    1. Property 1. Word of Mouth’s Megapower
    2. Property 2. The Speed of Word of Mouth
    3. Property 3. Independent Credibility
    4. Property 4. The Hidden Advantage of Word of Mouth: Experience Delivery
    5. Property 5. Word of Mouth Is More Relevant and Complete
    6. Property 6. Word of Mouth Feeds on Itself
    7. Property 7. Word of Mouth Itself Becomes One of the Product’s Attributes
11. Chapter 4: The Decision Process
    1. The Decision Process—Overview
    2. The Adopter Types: How Word of Mouth Works for Different Types of Decision Makers
    3. Decision Styles—Putting Together the Adopter Types With the Decision Stages
    4. The Decision Matrix
12. Chapter 5: Six Ms to Live By
    1. The Six Ms
    2. Give Them Something to Talk About
    3. So, the Form Is Stories. What’s the Content?
13. Chapter 6: The 2nd M: The Mavens
    1. Delivering the Message
    2. The Controversy: Influencers Versus Peers
    3. Sources of Word of Mouth
    4. Expert-to-Expert Word of Mouth
    5. Expert-to-Peer and Peer-to-Peer Word of Mouth
    6. The Catch-22 of Marketing
    7. Delivery of Word of Mouth
    8. The Care and Feeding of Champions
14. Chapter 7: The 3rd M: Motivation
    1. Beware of a Trap: Intrinsic Versus Extrinsic Word of Mouth
    2. The Secret Exception
    3. Another Trap
15. Chapter 8: The 4th M: Means or Media
    1. Additional Ideas
    2. Search Engine Optimization
    3. Getting Involved
16. Chapter 9: The 5th M: Measurement
    1. The Problem
    2. The Difference Between Measurement and Research
    3. How to Research Word of Mouth
    4. Other Research Designs
17. Chapter 10: The 6th M: Multiplication
    1. What Is Trust?
    2. Further Secrets of Trust
18. Chapter 11: (Almost) Everything I Learned About Marketing, I Learned in My Father’s Drugstore. Let Me Share It With You.
    1. Key Secrets from My Father’s Example
    2. More Secrets from My Father’s Example
19. Chapter 12: Constructing the Ultimate Word-of-Mouth Campaign
    1. The First Word-of-Mouth Programs
    2. How I First Harnessed Word of Mouth
    3. Success Stories of Word-of-Mouth Sessions
    4. Making Word of Mouth More Valuable
    5. Situations That Benefit from Word-of-Mouth Programs, Events, and Sites
    6. Products With Which You Should Avoid Word-of-Mouth Events
20. Chapter 13: Six Steps to Harnessing Word of Mouth
    1. Constructing Your Word-of-Mouth Campaign
    2. An Example of the Six-Step Process
    3. The Process in Detail
    4. Product Seeding
    5. Very Expensive Products
    6. Internal Word of Mouth
    7. Word-of-Mouth Campaigns With High-Ticket, Professional Products
21. Chapter 14: Which Methods Work Best for What? A Word-of-Mouth Checklist
    1. Sources and Delivery Mechanisms
    2. Word-of-Mouth Checklist
22. Chapter 15: Word-of-Mouth Marketing for Specific Audiences and Circumstances
    1. How to Develop a WOMworthy Differentiation in a Practice or Profession
    2. Secrets of Word-of-Mouth Marketing for Specific, Special, or Narrower Circumstances
    3. Additional Tips, Techniques, and Suggestions
23. Chapter 16: Tips, Techniques, and Suggestions That Will Make It Easier
    1. Who Can Help You Construct Word-of-Mouth Campaigns?
    2. Word-of-Mouth Fraud and Other Shady Practices
24. Epilogue: Let’s Talk
25. Bibliography
26. Recommended Reading
27. Appendix
28. Index