The document discusses the importance of word-of-mouth (WOM) marketing and how it influences consumer purchasing decisions more than traditional advertising methods. It notes that direct mail and word-of-mouth are the most influential sources on consumers, influencing 48% and 71% respectively. It provides tips for businesses to build word-of-mouth marketing by targeting trendsetters, creating a compelling message, building community, and keeping promises to develop customer evangelism.

1. What most people think about your business

2. The Overlooked Marketing Edge Dustin Staiger

3. He who has a thing to sell then goes and whispers in a well, is not as apt to get the dollar as he who climbs a tree and hollers.

4. HOLLER LOUDER!!!!! (especially car dealers.)

5. send In the clowns

6. How did you hear about us? TV Radio Newspaper Direct Mail Billboard Other

8. Direct Mail 48% Word of Mouth 71% Percentage influenced by Source: Advertising Age 11/17/03 Television 17%

9. You say, “ I can ’ t control it.”

10. You say, “ I can ’ t control it.” You ’ re right.

11. Influence it.

12. "Ideas and products and messages and behaviors spread just like viruses do.” Malcolm Gladwell, The Tipping Point

14. 1. Target YOUR trendsetters.

15. … not the crowds

18. 2. Build a better baton.

20. http://e.staples-deals.com/content.asp?wci=version&wnd=0&status_id=4611513700_73148130 Broken Baton

21. Bad Baton

22. Better Baton

23. 3. Create community.

25. 4. Keep your word

26. Keeping promises. Even though the Net is here and it's real, that doesn't mean that the laws of business have been suspended forever. And those two words capture the best of what we've learned for four hundred years. Do what you say you're going to do and the rest is a lot easier. Posted by Seth Godin on February 07, 2005

27. Types of WOM Customer Evangelism Permission Marketing Viral Marketing Grassroots Marketing Citizen Marketers Co-Creation Referral Programs Cause Marketing Brand Blogging

28. Best books on WOM

29. He who has a thing to sell then goes and whispers in a well, is not as apt to get the dollar as he who climbs a tree and hollers.

30. He who has a thing to sell then goes and whispers in a well, is not as apt to get the dollar as he who climbs a tree and hollers. But he whose idea is spread by many Is probably kicking your company ’ s fanny.

31. Get others to holler for you.

32. beyondagency.net thepeoplebrand.com/blog