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The Secret Weapon: Decision Cycle

Just started in “The Secrets of Word-of-Mouth Marketing”; (George Silverman) and the first chapter already blow me away.

“Shortening the decision cycle by making the decision easier for the prospect, by focussing on their particular decision roadblocks, bottlenecks, friction points and rough spots.
It’s one of those ideas that is simple, obvious, compelling and almost totally ignored, both in theory and practise”
George Silverman calls this a secret weapon.

To me it sounds like a combination between “The Goal” and “Unleashing the IdeaVirus” with a bit of “Permission Marketing” thrown in.

So far, so very interesting and I’m totally hooked, but at the same time I realise that intuitively our marketing strategy (and successes from it) is based (or partly) on this idea.

Of course, there’s always room for improvements ;-)

Comments

Kent Blumberg

Dan Sweet wrote a great story that illustrates the power of "making the decision easier for the prospect."

Kent

Bob Crawshaw

Hi Karin
I thought I would share a recent review I wrote on George Silverman's book on word of mouth marketing with you and fellow bloggers.

see below:

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IT’S THE AGE OF THE IPOD AND YOUR JOB JUST BECAME HARDER

Apple has put IPODs in Australia’s stores and your job as a marketer just became tougher.

It’s not that marketers don’t like music. But many are unplugging the earphones to see that the IPOD represents one more step in a 10-year trend towards personalised media. People can now get the information they want, when they want it and in the sequence they want it. That’s great news for consumers but will it leave marketers chasing ever more specialised niche media in their efforts to reach people?

New Yorker George Silverman thinks there may be another way and has written a book urging us to use the oldest form of marketing to reach the digital citizen.

The Secrets of Word of Mouth Marketing argues that people talking to people is the most powerful type of communication and will always beat mass advertising. Why? Because people place great value on the advice of their family and friends and give more priority to their recommendations than to what they see, hear or read in the media.

Nothing new to marketers! We intuitively know that word of mouth works. Yet how many of us deliberately plan to use it in our campaigns?

There is renewed interest in word of mouth as a marketing strategy. Over the past decade there have been ten books on the subject with Malcolm Gladwell’s The Tipping Point: How Little Things Can Make a Big Difference probably being the most familiar to Australian marketers.

The Secrets of Word of Mouth Marketing is an easy, well structured read. It explains why word of mouth marketing is so powerful and shows how people reduce risk and increase commitment by sharing experiences. Secrets describes why, when and how campaigns can use word of mouth in the marketing mix and the chapters on researching and then building a word of mouth program are particularly valuable.

Who should read this book? Any business owner with a tight budget but a willingness to try something new to win sales at a fraction of the cost of more conventional marketing.

Bob Crawshaw heads up Maine Street Marketing
and uses word of mouth in marketing programs
(www.mainestreet.com.au)


Karin

Hi Kent

Excellent article, thanks very much for the link and it is exactly what we're trying to do (and more companies/organisations should do IMHO)

Karin

Hi Bob

Thanks for your review. IMHO Silverman goes even further than that (haven't finished reading it I most honestly say), but my impression is still it combines the 'old' practise of W-o-M with other 'new' marketing strategies, like the one Kent linked us to: making sure that W-o-M can be created more easier - faster because you make the decision to select your company/products/service easier for your prospect.

George Silverman

Thanks for the kind words, folks. If you have any questions about my book, email me at nospam at mnav dot com.

George Silverman

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