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Friday, Jul. 7, 2006 at 10:25 am

Ruling the Roost: Word of Mouth, Part 2

By Bryan Eisenberg
July 7th, 2006

Part one of this series explains why and how word of mouth gained supremacy. Now that traditional advertising techniques are losing potency and customers wield more control, what’s a marketer to do?

This column explains the three factors that fuel word of mouth and offers suggestions on what forward-thinking companies can do to fuel word of mouth.

The Three Word-of-Mouth Triggers

Recall the last few times you personally participated in word-of-mouth culture about your experience with a product or service. The product either exceeded your expectations or fell substantially below them. Either way, that word of mouth was a result of the product’s performance along with one or a combination of the following triggers:

Continue reading my column at ClickZ…

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Bryan Eisenberg, founder of FutureNow, is a professional marketing speaker and the co-author of New York Times and Wall Street Journal bestselling books Call to Action and Waiting For Your Cat to Bark and Always Be Testing. You can friend him on Facebook or Twitter.

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