🏷️ Basic Information Identification Make: N/A Model: The Secrets of Word-Of-Mouth Marketing Year: N/A Generation: N/A 📋 Manual Details Identification Manual Type: Marketing Strategy Guide Language: English Page Count: N/A (based on description) Format: Book/Guide Publisher: N/A (Author: George Silverman) ⚙️ Engine Specifications Identification Engine Type: N/A (Not applicable to this product) Displacement: N/A Power: N/A 🔧 Transmission Identification Type: N/A (Not applicable to this product) Gears: N/A 📐 Dimensions Identification Length: N/A (Physical dimensions of the book not provided) Width: N/A Height: N/A Weight: N/A 📄 Marketing Strategy Core Concepts Primary Focus: Word-of-Mouth Marketing Key Benefit: Exponential Sales Growth Cost Effectiveness: Free Credibility Source: Independent customer opinions Central Tenet: Word-of-mouth is the center of the marketing universe. Decision Speed Importance: Most important factor for sales increase. Levels Of Word Of Mouth Scale: Ranges from -4 (public scandal) to +4 (talk of the town). Examples Of Success Companies At Plus 4 Level: Lexus Automobiles, Saturn Car Company, Harley-Davidson, Netscape Navigator, Celestial seasonings herbal tea, The Internet, Apple Computer Tactics And Methods Leveraging Influencers: Get product into hands of key influencers. Creating Channels For Discussion: Provide channels for influencers to talk and get fired up. Gathering Endorsements: Collect testimonials and letters of praise. Community Building: Form ongoing groups (annual resorts, monthly teleconferences, daily list groups). Event Creation: Create fun events to bring users together and invite non-users. Content Creation: Produce cassettes, videotapes, website clips featuring enthusiastic customers. Incentive Programs: Referral selling programs, special incentives for friends telling friends. Employee Empowerment: Empower employees to go the extra mile and spread positive stories. Storytelling: Circulate true, positive stories (e.g., FedEx employee story). Internet Utilization: Use of the Internet, e-mail, websites, chat rooms. Outrageous Actions: Do at least one outrageous thing to generate word of mouth. Scripting Communication: Script what people should say in their word of mouth communication. 📄 Author Information Biography Name: George Silverman Location: Orangeburg, NY Professional Role: Founder and President of Market Navigation, Inc. Expertise: Acknowledged expert on word-of-mouth marketing