No passion, no conversation. No conversation, no word of
mouth. No word of mouth, no successful business.
If you think you are in the marketing business, think again.
You’re in the people business, and The Passion
Conversation teaches you how to get people to fall passionately
and madly in love with your organization or cause.
The author’s mash-up of the latest in wonky academic
research with practical, real-world stories shows how any business
can spark and sustain word of mouth marketing. Readers learn how
loving your customers results in not just building a thriving
community, but also driving meaningful conversations, ultimately
impacting the financial success of a business.
The Passion Conversation will change your perspective on
marketing by:
* Explaining the three motivations for people to talk about
businesses and causes
* Detailing how every marketing problem is a people problem in
disguise
* Giving heartfelt evidence that marketing materials are now
conversation tools
* Showing how customer communities sustain word of mouth while
also sparking financial impact
* Helping your business apply these marketing lessons through a
series of workbook exercises called ‘Passion Explorations’
The time is now for marketers and businesses to go beyond the
product conversation to understanding, sparking and sustaining the
passion conversation for why your business is in business.
表中的内容
Preface A Note from the Authors ix
Introduction 1
Chapter One Understanding Word of Mouth Marketing 17
Chapter Two Sparking Word of Mouth Marketing 37
Chapter Three Heroes: A Love Story 69
Chapter Four The Fitness Rebellion: A Love Story 97
Chapter Five The Driven Class: A Love Story 123
Chapter Six Wonderopolis: A Love Story 149
Chapter Seven Sustaining Word of Mouth Marketing 177
Bibliography 196
Acknowledgments 198
About the Authors 201
Index 205
关于作者
ROBBIN PHILLIPS, GREG CORDELL, GENO CHURCH, and JOHN MOORE work together at the word of mouth marketing and identity company Brains on Fire. Along with others in the Brains on Fire tribe, they partner with some of the most fearless businesses and organizations on the planet to ignite movements through the contagious power of passionate people. Robbin is the courageous President of Brains on Fire and truly believes love is a circular transaction. Greg is the Chief Inspiration Officer, which means his job is to find inspiration where no one else is looking. Geno is the Word of Mouth Pathfinder, helping to find and nurture the passion conversation inside every business. John is the Chief of Wahoo, helping clients grow and fostering learners and leaders within the Brains on Fire tribe.
Join the conversation at brainsonfire.com/blog.
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