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Schon gehört?
Leider habe ich - nicht zum ersten Mal - kein deutschsprachiges Buch gefunden, welches das Thema erschöpfend behandelt. Dann halt eins von jenseits des Teichs. Und was für eins. George Silverman ist einer der Mundpropaganda-Pioniere. Und breitet hier auf spannende Weise seine Erkenntnisse, Tipps und Tricks aus.
Meine Lieblingsstelle:
«Why is word-of-mouth marketing so effective? To understand why it is so effective, you must see beyond the illusion that advertising and salespeople directly cause sales. The reality is that these conventional marketing methods usually create interest at most. People then talk with friends, colleagues and trusted advisors. They want to check out whether what is being claimed by the company is actually true.
This is the process of word of mouth that intervenes between communication from the company and actual adoption of the product, service or idea.
While there are occasional instances of direct influence from company to customer, usually word of mouth is the actual trigger to purchase, unobserved by the company.
The most important reason why word of mouth is so effective is the least understood. Word of mouth is a substitute for experience.
When you speak with someone about his or her use of a product, in effect you are trying out that product indirectly, without taking the risks yourself. So, when a doctor asks a colleague who has extensive experience with a new drug how it has been working out, in effect that doctor is trying out the drug on the other doctor's patients. If the product has been working out in a peer's hands, that is powerful evidence that it will work out in your own hands. The Secrets of Word-of-Mouth Marketing shows ways of using word of mouth to deliver this indirect experience.»
Erhältlich bei Amazon. |
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