Beyond Buzz

The Next Generation of Word-of-Mouth Marketing

Lois KELLY

• Publisher: AMACOM
• Year: 2007
• Print ISBN: 9780814416754
• eBook ISBN: 9780814429907
• Topic: Business
• Subtopic: Small Business
• Index: Business

Gold prize winner for best marketing book (tie), 2008 Axiom/Inc Magazine awards Finalist, 2008 Berry-American Marketing Association Book Prize It’s official: the old marketing model is dead, and word of mouth is king. But while a lot of attention has been paid to the mechanics of creating buzz, only the savviest of marketers have learned to focus on crafting the right kind of message -- because without it, even the loudest buzz will soon die down. Beyond Buzz shows readers how to listen to customers, identify what is important to them, and then craft the kind of message that will truly resonate and spark conversation. Filled with insightful examples of conversational marketing at work, Beyond Buzz gives readers the tools and inspiration they need to create an effective and interesting conversational theme that will engage their customers and take their marketing to a whole new level. Without the right message in place, word of mouth marketing will never live up to its promise. This innovative and practical book shows readers how to ignite people’s interest...and generate much more than buzz.

Table of contents

• Cover Page
• Title Page
• Copyright Page
• Contents
• Introduction
• 1. Enough With the Marketing Blah Blah Blah—Let’s Talk About Something Interesting
• 2. Make Meaning, Not Buzz
• 3. Have a Fresh Point of View (or Several)
• 4. Listen Up: Seven Ways to Uncover Talk-Worthy Ideas
• 5. Nine Themes That Always Get People Talking
• 6. Straight Talk: Talk Like You Talk, Talk Like You Mean It, Talk In These Ten New Ways
• 7. Shift to a Conversational Marketing Mind-Set
• 8. Building a “Talk” Culture
• 9. Be More Interesting—Conversations, Passion, and an Honest Point of View
• Appendix: Checklists, Templates, Additional Resources
• Notes
• Index