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Nida Awan nidamalik — ** spoiler alert ** Foundational. Rachel's comment about how it was just a list of good business practices is key. The fact that a marketing book is saying this is a major shift in the field of thought. No gimmicks, just good business. One thing I didn't like was that on page 109 he recommends that you use interrupt marketing emails to try and garner attention and have things go 'viral'. This is wrong. You're wasting people's time and attention. Seth Godin's idea of a "permission asset" is much more powerful. Critical. Quotes: "Earn the respect and recommendation of your customers, and they will do the rest. Treat people well; they will do your marketing for you, for free. Be interesting, or be invisible." "Word of mouth marketing only works if you have good products and services. It only works if people like you and trust you...If your product or service sucks, no PR campaign, clever TV ad, or announcement on your website will make consumers believe that it doesn't. Not anymore." "Giving people a reason to talk about your stuff and making it easier for that conversation to take place." "Provide amazing products. Provide excellent service. Go the extra mile. Make the experience remarkable." "Make it easy. You need to do two things: Find a super-simple message, and help people share it...Anything longer than a sentence is too much. It'll get forgotten or mangled." "If you are being sneaky or deceptive, you will get busted. Consumers today are incredibly savvy and independent, with the information and resources to catch you in a lie and tell everyone about it." "The Word of Mouth Marketing Manifesto: 1. Happy customers are your best advertising. Make people happy. 2. Marketing is easy. Earn the respect and recommendation of your customers. They will do your marketing for you, for free. 3. Ethics and good service come first. 4. UR and UE: You are the user experience (not what your ads say you are). 5. Negative word of mouth is an opportunity. Listen and learn. 6. People are already talking. Your only option is to join the conversation. 7. Be interesting, or be invisible." 8. If it's not worth talking about, it's not worth doing." 9. Make the story of your company a good one. 10. It is more fun to work at a company that people want to talk about. 11. Use the power of word of mouth to make business treat people better. 12. Honest marketing makes more money." "When she walks out the door, what have I given her to talk about. How will he remember to tell his friends? Could I have made it easier for her to talk to more people about me? Was anything about his experience remarkable." "Say thank you...I'm not talking about gifts, compensation, or cash rewards. I'm talking about recognition and gratitude." "People rarely criticize a product they helped build." (Cog-dis, is this a good thing?) "Most marketing departments aren't organized to accept input from customers or to engage in conversations with them. That's usually customer service's job...Marketing and customer service have to learn to work together if word of mouth is going to work for you...Big Idea: Word of mouth is as much about customer service as it is about marketing." "Never sell...Follow the rules...Say who you are." "For every person whom a happy customer talks to...an unhappy customer tells five people. A formerly unhappy customer who is made happy tells ten people." "Big Idea: Fixing problems is the most powerful marketing you can do."

Preeti Patel preeti06 — It's good to see some fantasy writing that doesn't take itself too seriously. An amusing book, with some social commentary thrown in to make things interesting. I'll probably read the second book sometime in the not-too-distant future.