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Demystifying 
W o rd o f 
Mo ut h 
Ernes t 
Di c h t er 
With 
Marketing 
Legend 
PART ONE 
Why Customers Talk
W o rd O f 
Mo ut h 
Re fer ral s 
are a 
Rec u r r i ng 
3 St ep 
Process
These st eps are : 
Talking 
about 
Listening to
Ac t i ng o n 
t h e Re fer ral 
AN D
In this 3 part 
series, find out 
why each step 
happens 
and 
how to use this 
knowledge to 
acquire more 
customers thro...
W h y 
c us tomers 
t alk
Per so nal 
Experie nc e
Personal Experience 
with a product 
spurs customers 
to talk about them. 
Ernest 
Dichter 
writes 
“… it is talk about 
t...
49% Of participants in a study 
by the New York Times said 
that they shared to 
inform others of products 
they care abou...
CrossFit ballooned 
from 13 gyms to 
7,000, -without 
traditional 
advertising-in 
just 9 years 
And that’s how it happene...
Se l f 
Co n f ir mat i o n
There are 8 types of 
self-confirmation 
sought through 
talking about 
products and 
services, notably: 
Ernest Dichter n...
Showing 
Connoisseurship 
Having Inside 
Information 
Spreading the “Gospel” 
by Converting the 
Listener to Use 
the Prod...
Independent musicians 
are dominating the 
music industry 
controlling 34.5% 
of the business, more 
than any major label....
Twitter users share 
to feel more involved 
with the world. 
Twitter users share to 
define their identity 
69% 
68% 
OF 
...
ei ng Nic e 
B
So m e re fer ral s 
are made 
b ec au se s h ar i n g 
some t hi ng 
h e l p fu l 
feel s li ke a n 
ac t o f 
nic e nes ...
“Here the prevailing 
attitude is the need and 
intent to help, to share 
with the other person 
enthusiasm in, and benefi...
Tupperware has 
been relying on 
neighbourliness and 
niceness as it’s sales 
weapon since 1948. 
66 years later, they 
tu...
78% of twitter users 
share content to 
nourish relationships 
SOURCE: 
http://www.mediabistro.com/alltwitter/ 
social-sha...
I n f l ue n c e d 
by Ad ver t i si ng
Advertising can 
spark word of 
mouth by being 
entertaining or 
controversial.
“Since it is difficult 
for consumers to avoid 
exposure to 
advertising, many 
people have turned to 
accepting it for it...
Old Spice’s viral “The 
Man Your Man Could 
Smell Like” campaign 
generated a 2700% 
increase in Twitter 
followers, a 60%...
Audiences chose to 
watch ads 
4.6 billion 
times in 2012 
SOURCE: 
http://ten-stats- 
adage.com/article/digitalnext/chang...
In Summary 
Customers talk 
about a product 
because: 
1. To share personal 
experience 
2. For self 
confirmation 
3. To ...
Coming soon: Demystifying 
Word of Mouth 
PART 2: 
Why People 
Listen to 
Referrals
Word of mouth has 
been shown to 
improve marketing 
effectiveness by 
up to 54%! 
Visit 
for more tips and 
strategies on...
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Demystifying Word of Mouth (Part 1) - Why Customers Talk

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You know word of mouth is effective, but do you know how it works? We love how Brand Autopsy’s article “Ernest Dichter on Word of Mouth Marketing” explains the process, so we distilled the key points of the article with illustrations and statistics. Enjoy!

Published in: Marketing
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y3nhqquc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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  • //DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... //DOWNLOAD PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD PDF EBOOK here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD EPUB Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... //DOWNLOAD doc Ebook here { https://tinyurl.com/y8nn3gmc } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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  • Insightful & funny. Great presentation!
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Demystifying Word of Mouth (Part 1) - Why Customers Talk

  1. Demystifying W o rd o f Mo ut h Ernes t Di c h t er With Marketing Legend PART ONE Why Customers Talk
  2. W o rd O f Mo ut h Re fer ral s are a Rec u r r i ng 3 St ep Process
  3. These st eps are : Talking about Listening to
  4. Ac t i ng o n t h e Re fer ral AN D
  5. In this 3 part series, find out why each step happens and how to use this knowledge to acquire more customers through word of mouth referrals... With the help of marketing legend, Ernest Dichter
  6. W h y c us tomers t alk
  7. Per so nal Experie nc e
  8. Personal Experience with a product spurs customers to talk about them. Ernest Dichter writes “… it is talk about the product which confirms for the speaker his ownership and joy in the product, or his discovery of it.”
  9. 49% Of participants in a study by the New York Times said that they shared to inform others of products they care about and to potentially change opinions or encourage action. I’M ALL ABOUT THIS BASS SOURCE: http://www.mediabistro.com/alltwitter/ social-sharing-psychology_b53786
  10. CrossFit ballooned from 13 gyms to 7,000, -without traditional advertising-in just 9 years And that’s how it happened SOURCE: http://www.channelsignal.com/fresh-signal s/by-the-numbers-the-growth-of-crossfit
  11. Se l f Co n f ir mat i o n
  12. There are 8 types of self-confirmation sought through talking about products and services, notably: Ernest Dichter notes that customers share to feel good about themselves.
  13. Showing Connoisseurship Having Inside Information Spreading the “Gospel” by Converting the Listener to Use the Product
  14. Independent musicians are dominating the music industry controlling 34.5% of the business, more than any major label. le Connoisseurship. SOURCE: http://nypost.com/2014/01/02/indie-artist s-are-new-no-1-in-music-industry/
  15. Twitter users share to feel more involved with the world. Twitter users share to define their identity 69% 68% OF OF
  16. ei ng Nic e B
  17. So m e re fer ral s are made b ec au se s h ar i n g some t hi ng h e l p fu l feel s li ke a n ac t o f nic e nes s
  18. “Here the prevailing attitude is the need and intent to help, to share with the other person enthusiasm in, and benefits of, things enjoyed. Products serve mainly as instruments which help to express sentiments of neighborliness, care, friendship, and love.” E r n e s t Dic ht e r e xplai ns:
  19. Tupperware has been relying on neighbourliness and niceness as it’s sales weapon since 1948. 66 years later, they turn an annual revenue of 2.3 billion dollars. SOURCE: http://en.wikipedia.org/wiki/Tupperware
  20. 78% of twitter users share content to nourish relationships SOURCE: http://www.mediabistro.com/alltwitter/ social-sharing-psychology_b53786
  21. I n f l ue n c e d by Ad ver t i si ng
  22. Advertising can spark word of mouth by being entertaining or controversial.
  23. “Since it is difficult for consumers to avoid exposure to advertising, many people have turned to accepting it for its independent attraction and entertainment value. Thus entertainment value and originality of ads have become topics of talk.” Ernest Dichter found:
  24. Old Spice’s viral “The Man Your Man Could Smell Like” campaign generated a 2700% increase in Twitter followers, a 60% increase in Facebook Fans, a 150% increase in Youtube followers and a 107% increase in sales. #Winning SOURCE: http://www.jeffbullas.com/2011/08/30/11-social-media-marketing- lessons-from-the-old-spice-campaign/
  25. Audiences chose to watch ads 4.6 billion times in 2012 SOURCE: http://ten-stats- adage.com/article/digitalnext/change-video-2013/238915/
  26. In Summary Customers talk about a product because: 1. To share personal experience 2. For self confirmation 3. To be nice 4. They’re influenced by advertising
  27. Coming soon: Demystifying Word of Mouth PART 2: Why People Listen to Referrals
  28. Word of mouth has been shown to improve marketing effectiveness by up to 54%! Visit for more tips and strategies on using word of mouth to acquire more customers! SOURCE: http://blog.getambassador.com/word-of-mou th-marketing-statistics/ Blog.ReferralCandy.Com

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