LIVRE: Conversational Capital PRE-SALE

Great word-of-mouth is the marketer'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. Great word-of-mouth 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 great word-of-mouth:

• Icons
• Rituals
• Tribalism
• 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 great word-of-mouth. 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.