It’s no wonder there are four authors, given the amount of research conducted in support of this book. There are great “love stories,” otherwise known as case studies on business, but for the purpose of being brief, I’m going to give you an outline of the three most important chapters.
Let’s get straight to the take-home message, and then we’ll talk about some action points.
NO PASSION, NO CONVERSATION.
NO CONVERSATION, NO WORD OF MOUTH.
NO WORD OF MOUTH, NO SUCCESSFUL BUSINESS.
Although this magazine is pointed toward people working in a creative field, we believe you can work passionately and with creativity in any business.
Also, just because you’re “a creative,” with an emotional connection to your work, doesn’t mean you’re communicating that message effectively.
UNDERSTANDING WORD OF MOUTH (WOM) MARKETING
It’s About People, Stupid.
A simple and you might think an obvious message, but are you really considering the PEOPLE you’re trying to attract with your marketing?
We face so many marketing problems. Which platform, what format, what to spend, what to measure. The take-home message in this chapter is to reframe those issues as PEOPLE problems. This will change your perspective on how you market.
SPARKING (WOM) MARKETING
IIf you understand WHY people talk, you have a far greater chance of sparking conversation about how your brand fits into their lives.
Your customers have three triggers for engagement:-
Functional – sharing useful information.
Social – impress others, express uniqueness, increase reputation.
Emotional – strong emotional feeling evoked. A further breakdown of each category is provided in the table.
SUSTAINING WORD OF MOUTH (WOM) MARKETING
This lengthy chapter is full of engagement theory. Again, for the sake of keeping this “brief,” here’s a list of the 9 things you can do to sustain the LERVE!
1. Tend to it – be consistent and engaged.
2. Focus on early engagers – energy goes where energy flows!
3. Keep it exciting – try new things and mix it up.
4. Go out on dates – look for face-to-face opportunities with customers. 5. Show kindness, respect, and admiration.
6. Live and learn – be flexible and look for new opportunities.
7. Renew your vows to each other – reconnect with customers.
8. Remember that you aren’t in it alone – it has to be about building relationships.
9. Look for and appreciate diversity – strong communities embrace diversity.
Should you Read this Book?
If you are developing a marketing strategy or trying to build an audience, then the answer is a definitive YES.
Given every business is dependent on communicating with customers, this easy to read book, with entertaining antidotes, is worth spending the time on.