Follow the passion

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Me on “The Word Of Mouth Manual. Part II”

Chris, you’ve asked me about the book, and here is my opinion.

First, I like the definition of pure word of mouth:

It’s the kind of evangelist eruption and wildfire opinion–spreading
that happens only once or twice per decade. Suddenly, a brand
that yesterday was almost invisible is recognized by every con-
sumer from Boston to Bangkok. People want it so badly they line
up on cold, dirty sidewalks, sleeping in their own grime and fer-
vor for days on end in hopes of getting at least a glimpse of its
greatness, even if it will be gone by the time they actually get to
the store.

Second, key components to success:

• Stellar Product. Distinctive. Innovative. Features unlike  anything else on the market.
• PassIonate and dedIcated core audIence. Made even more distinctive and noteworthy by a community of outspoken, equally passionate, product haters.
• Brand values. Consumers align with values that are very important to their own identity.

• Impeccable tImIng. From youth trends to distribution to market demands to competitors’ follies. The point: You can’t pick this moment. It picks you.

Dave noticed that it’s really hard to achieve pure word of mouth. But it’s enough if your product is in people’s Top 40 Products. People will spread the word only about their top 40 favourite products or services (and the number of social connections are limited by 150, even if you have 1500 friends on Facebook or MySpace 🙂 ).

And the most exciting thing about word of mouth is that it’s free. You cannot buy it, but it’s free.

Looks like natural selection. Ah, world is a strange, but nice place.

June 23, 2008 Posted by | Uncategorized | , , | Leave a comment

Word Of Mouth: Undress Now!

Word of mouth. Holy Grail of all marketers these days. Is this just another buzz or it’s something really going on here?

What’s word of mouth?

It’s the oldest and the most natural way to share something people like. It’s in human’s nature to spread the word about things they like. For instance, if you like a particular restaurant, then it’s very likely that you will tell about it to your friends, and if they’ll like it too, they’ll spread the word further, etc, etc, etc.

Why now?

There is a lot of buzz about it now, because of…hmm…Web! Surprised?

We have more than 1,400,000,000 internet users and 400,000,000 mobile internet users (and growing fast). It’s almost 2 bln internet users! Now imagine 2bln people spreading the word using social networks and services like Twitter and Pownce. It’s really possible to reach a lot of people within hours or days.

Companies, undress now!

How companies can benefit here (especially smal companies and startups)? I think they should…undress.

They should be a much open as possible. Which doesn’t mean you should have a blog or something. This is obvious. It means, if you’re going to hire someone, tell this. If you’re having a party, tell this, if you’re in doubt, tell this, if you’re excited about something, tell this to your community, to your users and customers.

Tell’em everything. Let them feel like they are a part of your company’s life. And you word of mouth will take you wherever you want.

This is how I feel.

You may also want to see this:

June 17, 2008 Posted by | Uncategorized | , , | Leave a comment

Dave Balter’s “The Word Of Mouth Manual. Part II”

This is a great book by Dave Balter from word of mouth marketing agency BzzAgent. And it’s free (!) You can download it right now in PDF format.

Really interesting book. Definitely worth reading.

June 16, 2008 Posted by | Uncategorized | , , | 1 Comment