December 11, 2006
Book Short: A Primer on Viral Marketing
“People talk about Andy,” writes Seth Godin in the foreward to Andy Sernovitz’s new book, Word of Mouth Marketing: How Smart Companies Get People Talking. “He’s a living, breathing example of the power of word of mouth.” Andy’s the CEO of WOMMA, the Word of Mouth Marketing Association, and a former colleague of mine.
Ever since reading The Tipping Point, I keep looking for the secret sauce around viral marketing. What is it that makes something cool enough to buzz about? My conclusion from reading Andy’s book is that secret sauce doesn’t exist. Like everything else, being buzzworthy comes from hard work, being inherently good, AND using the techniques and understanding in Andy’s book. Tables like “The Three Reasons People Talk About You” and “The Five T’s of Word of Mouth Marketing” are worth the price of the book in and of themselves, as they explain how to manage, handle, and drive viral marketing — once you have your own secret sauce down.
Andy’s wanted to write a book for a long time (in fact, he got us started on ours), and I’m glad he finally did it. If you’re interested in an easy-to-follow, practical, hands-on guide to viral, or word-of-mouth marketing, this is the book for you.