The Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing - Tapa dura

Reseña del editor

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.

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Praise for The Passion Conversation

"It's a fast read, a fun read, a smart read. Short sentences, huge heart. Read it. Why? To absorb an important truth from the masters of word of mouth movements: Conversations spring from passions, not products."
—Dan Heath, coauthor of Decisive, Switch, and Made to Stick

"Have you ever gotten teary-eyed over a business book? Better yet, over your own business? Prepare yourself for The Passion Conversation, where the folks at Brains on Fire tell how their business connected them with people in very moving and powerful ways, redefining words like marketing, sales, and success. Read this book to move your perspective from business to people, and experience the incredible effect it will have on your life and work."
—Jon Mueller, General Manager, 800-CEO-READ

"Love is the missing ingredient in developing loyalty with customers. In The Passion Conversation, the smart folks at Brains on Fire expertly explain how to develop deeper connections with customers who in turn sing your praises to everyone they know."
—Jackie Huba, author of Monster Loyalty: How Lady Gaga Turns Followers into Fanatics

"I've had my eye on Brains on Fire for a while. Their humanity makes them quite distinctive, and The Passion Conversation captures that unique voice."
—Peter Sims, author of Little Bets and founder of The BLK SHP Enterprises