By Lois Kelly
Retailers discuss growing 'buzz' - anything which regularly threatens to vanish away once the subsequent sound chunk arrives to take its position - yet merely the neatest of agents become aware of that to be powerful, word-of-mouth has to have the correct message connected to it: the type that will get humans conversing and leads to genuine verbal exchange. "Beyond Buzz" indicates readers find out how to take heed to buyers, establish what's vital to them, after which craft the type of message that might actually resonate...and not only fade away.
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Additional resources for Beyond Buzz: The Next Generation of Word-of-Mouth Marketing
Example text
How does it fit with our view of the industry issues? ) ✽ What does this mean to me, to my company, and to our situation? ) ✽ How do the dots connect with other pieces of the issue? What are the best practices? What are the criteria for success? What lessons have been learned from failures? ) ✽ How does it make me feel? Do I feel smarter by knowing this? Do I feel more confident in making a recommendation to my boss? Do I trust the company more? Do I feel that working with the company would be more enjoyable than my other 30 • BEYOND BUZZ available choices?
2. Create conversation themes based on points of view Two things make a point of view stand out: ✽ It provokes conversation—be it contrarian, surprising, or challenging. ✽ It is something someone might actually say. A point of view is not meant to be the headline of a Web site or the tag line on business cards. It’s not meant to explain the company’s entire value proposition. It is meant to get people thinking and talking. Here’s an example. When working with Hyperion, a large business analytics firm, I found that the team of marketing and communications people all instinctively liked the concept of talking about Hyperion as the company for chief operating officers (COOs).
Even more important, emotions strongly influence whether a person will believe or take action. Impassioned pleas not to drink and drive from a mother whose child has died in a drunk-driving accident are more compelling than reading a list of facts about drunk driving. An executive who exudes passion will more easily get people to listen, understand, and follow. “CEOs shouldn’t be afraid to talk to their people in an emotional way, about what they really feel and how they really think,” former Southwest Airlines CEO Herb Kelleher once remarked.