3 Review(s)

Great word-of-mouth is the product developer's holy grail: no advertising or promotion is as powerful as a customer who is eager to evangelize your product. Many books talk about the value of word-of-mouth, but this is the first to show you how to create it. It doesn't just happen by chance: it can be consciously, carefully engineered into virtually any product or service. In Conversational Capital, readers will discover how positive word-of-mouth drives value and reduces the cost of marketing and promotion and learn which customer experiences are most likely to fuel it. The authors identify 8 engines of conversational capital: Icons Tribalism Rituals Myths Endorsement Relevant Sensory Oddity Exclusive Product Offerings Continuity Using actual examples from their own work on behalf of many of the world's most powerful brands, the authors reveal how each engine works, how to decide which to focus on in your own product/service development, and how to prepare your organization to implement. Most importantly, the authors offer 5 practical implementation strategies for making it happen with your products and services, no matter what industry or marketplace you're competing in. Salient Features Embed "remarkableness" into all your products and services...so that customers are compelled to purchase! Discover the 8 ways of embedding interest, choose the best methods for any product or service, then reap the rewards. From the co-founder of Sid Lee, the agency that drives winning word-of-mouth for brands ranging from Cirque du Soleil Lifestyle Group to Adidas to Red Bull. Supported by a $250,000 worldwide viral marketing campaign!