A Word-of-mouth Marketing Example

For a real-life example of excellent word-of-mouth marketing, see the package from Andy Sernovitz. The photo is further below. Simply unpacking the box was a thrilling experience.

We knew the package was coming, as we had been asked permission to send "a couple different versions of his book."

One of the key concepts in word-of-mouth marketing is to give people a reason to talk about your stuff.

Here I am. Talking.

What's my reason this time?

That package of books, even though it was complementary, provided the most pleasant adventure of unpacking a box of books that I've ever experienced.

In addition to the 3 books, there was a greeting card with a hand-written, personal note from Andy, a business card, a WOMM sticker, and a bookmark.

Andy Sernovitz is a master when it comes to word-of-mouth marketing.

I've realized it ever since I read the review copy of his book, Word of Mouth Marketing: How Smart Companies Get People Talking.

That was in 2006, with the first edition of the book. That review copy has been handy in my office ever since. It’s the only book preview that has remained on the shelves in my office.

There are now 3 versions, including the award-winning Greenleaf Book version. I like the design very, very much. It's no wonder it got both gold and silver awards.

(The classic version might no longer be on sale. Or perhaps I just didn't see it mentioned at the word-of-mouth website.)

I'll talk about the Greenleaf version in a later blog post. After that, the comic book version (which is both quite entertaining while also being educating) will be talked about in another blog post.

Will Bontrager