A word of mouth marketing book for the ages
By Ted Wright May 23, 2019
By Ted Wright
One of my proudest achievements is writing the word of mouth marketing book Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand Growth.
Although it was written a few years ago, it stands the test of time because, in fact, the fundamentals of word of mouth marketing are timeless.
I was reminded of the impact this book continues to have on the world when I received this comment from a fan in New Zealand:
“Ted’s book is essentially a play book for how to decide:
- If influencers are right for you (they usually are, but it’s the type that matters – not all influencers are hashtag #instafamous and you may be better off with one that isn’t)
- Who your audience will be influenced by and how to evaluate them to select the right one/s for your brand, and
- How you inform, engage and empower them.
“What I really liked about this approach, aside from the fact that it was common sense, was the reminder that influence happens every day, we all rave about things we love and hate or even the parts we hate about the brands we love.
“Ted’s approach is to encourage those influencers that engage with the audiences you wish to, to do the same — be authentic, and honest about the bad stuff too. Not rocket science but a structured and practical approach to working with influencers.”
She’s right. Word of Mouth Marketing isn’t rocket science. Much of it is common sense but it’s not on the radar screen of most businesses because it takes work, and in our age of automation, it seems that marketers are doing everything they can to avoid work!
I don’t think we can avoid this conversation any longer. In an era where our customers no longer view ads or believe them, word of mouth marketing works, as it always has, as it always will. The conversations are happening with you or without you. Isn’t it time you joined in?
Ted Wright is the founder of Fizz, the world’s leading word of mouth marketing (WOMM) agency. Ted is also an acclaimed WOMM keynote speaker and the author of Fizz: Harness the Power of Word of Mouth Marketing to Drive Brand Growth.