This is an extremely easy read written in conversational style. The tone of the author reminds me of Seth Godin. If you love Seth's books, you will definitely love this book too.
The gist of this book centres around 5Ts - Talker, Topic, Tools, Taking Part, Tracking:
Talker - Find out who is talking about you and who you want talking about you.
Topic - Create something worth talking about - it could be product feature, sales promotion, connection with a charity cause or an exceptional shopping experience.
Tool - Make it VERY EASY for talker to talk about you and help spread the word. You can do this by reminding people to share to friends, including "Share to a friend" buttons in website, using email signature, giving out samples etc.
Taking Part - You have to take part in the conversation. If the word of mouth put you in a negative light - reverse it by listening, improving and telling people about the effort you put into that.
Tracking - Monitor word of mouth online and offline so that you know who is talking and what they are talking about you.
I think this is a good book - it has good examples and some useful tips (e.g. incorporating network effect to your product promotion so that people benefit from sharing). At the same time, I took 2 stars off because:
(1) One of pillars of the book is that you need to be a company worth talking about, which essentially means creating remarkable products and services (Purple Cow). This is always easier said than done and the book does not provide much guidance as to how this can be done.
(2) The book gets quite repetitive along the way. The author just uses different words to express the same ideas over and over again.
All in all, still a must-read for people interested in WOM marketing!...Continua