Word-of-mouth epidemic
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Description
Book Introduction
Word-of-mouth epidemics drive sales.
The COVID-19 pandemic has completely upended consumer sentiment and market order.
In an era where huge advertising costs are poured in but sales fail to materialize, it is no longer uncommon to see an unexpected product suddenly become a hit through word of mouth.
There is a book that most accurately explains the extremes of this market.
This is the masterpiece “Word of Mouth Contagion” by Masanori Kanda, Japan’s greatest marketing strategist.
As the title suggests, "Word of Mouth Contagion" thoroughly analyzes the mechanism of word of mouth, which spreads like an epidemic, and systematizes it into practical strategies that anyone can implement.
The author analyzed thousands of marketing cases in the field and organized them into "patterns" to explain how word-of-mouth begins and under what conditions it spreads explosively.
His "7 Emotional Triggers" pinpoint the emotions customers want to express themselves, and show how products and brands can survive in the market.
The author defines word-of-mouth not as something to be left to mere chance or luck, but as "an essential corporate strategy that must be intentionally designed and spread."
He emphasizes, “You can’t control word of mouth 100%, but controlling just 20% can make or break a business.”
While competitors wait for word of mouth to spread, the company that designs first dominates the market.
This book will be a powerful tool for small and medium-sized businesses lacking the funds to promote their outstanding products, self-employed individuals struggling to attract customers, and startups and marketers in need of a differentiated strategy.
Word of mouth isn't something you wait for, it's something you spread.
And the method is already precisely designed in this book.
The COVID-19 pandemic has completely upended consumer sentiment and market order.
In an era where huge advertising costs are poured in but sales fail to materialize, it is no longer uncommon to see an unexpected product suddenly become a hit through word of mouth.
There is a book that most accurately explains the extremes of this market.
This is the masterpiece “Word of Mouth Contagion” by Masanori Kanda, Japan’s greatest marketing strategist.
As the title suggests, "Word of Mouth Contagion" thoroughly analyzes the mechanism of word of mouth, which spreads like an epidemic, and systematizes it into practical strategies that anyone can implement.
The author analyzed thousands of marketing cases in the field and organized them into "patterns" to explain how word-of-mouth begins and under what conditions it spreads explosively.
His "7 Emotional Triggers" pinpoint the emotions customers want to express themselves, and show how products and brands can survive in the market.
The author defines word-of-mouth not as something to be left to mere chance or luck, but as "an essential corporate strategy that must be intentionally designed and spread."
He emphasizes, “You can’t control word of mouth 100%, but controlling just 20% can make or break a business.”
While competitors wait for word of mouth to spread, the company that designs first dominates the market.
This book will be a powerful tool for small and medium-sized businesses lacking the funds to promote their outstanding products, self-employed individuals struggling to attract customers, and startups and marketers in need of a differentiated strategy.
Word of mouth isn't something you wait for, it's something you spread.
And the method is already precisely designed in this book.
index
Recommendation 4
Prologue | Welcome to the Word-of-Mouth Contagion Ward! 14
Chapter 1 | Draw water before the well runs dry!
The Illusion of Being a Winning Organization 25
Stop digging the well before you get thirsty 29
If you stretch out your hand, there is a rich water vein there. 34
Even a well of abundant water will eventually dry up if you keep drawing from it. 40
Why do opportunities come only temporarily? 43
Focusing on individual products is essential for effective advertising. 48
Word of mouth? Incorporate referrals into your system. 52
Chapter 2 | Study the 5 Word-of-Mouth Common Sense Tips!
Word of Mouth Common Sense Test 61
Word-of-Mouth Common Sense Tip 1: High Customer Satisfaction Leads to Word-of-Mouth 64
Word of Mouth Common Sense 2 - If a Product is Good, Word of Mouth Spreads 69
Word of Mouth Misconception #3 - The Bad the Word of Mouth, the Faster It Spreads 75
Word of Mouth Common Sense 4 - Word of Mouth is Spread by Customers 81
Word of Mouth Misconception #5 - Word of Mouth is the Best Marketing Medium 89
Chapter 3 | Companies Customers Want to Talk About, Companies That Ignore Them
Triggers for Emotional Talk #1 - Use Misfortune, Disaster, and Scandal 109
The Emotional Trigger That Makes You Want to Talk 2 - Create a Story 115
Emotional Triggers That Make You Want to Talk 3 - Make Enemies 121
4 Emotional Triggers That Make You Want to Talk - Recognize Your Inner Desires 129
5 Emotional Triggers That Make You Want to Talk - Make Them the Main Character 137
6 Emotional Triggers That Make You Want to Talk - Create a Line 143
7 Emotional Triggers That Make You Want to Talk - Create a Community 149
Chapter 4 | How to Control Word of Mouth
The First Key to the Word-of-Mouth Contagion Process: Who Will Spread the Word? 163
The Second Key to the Word-of-Mouth Contagion Process: 169 Products That Will Spread the Word
The Third Key to the Word-of-Mouth Contagion Process: Where to Spread the Word 174
The Fourth Key to the Word-of-Mouth Contagion Process: 177 Moments to Spread the Word
The Fifth Key to the Word-of-Mouth Contagion Process: 180 Messages That Spread the Word
The Sixth Key to the Word-of-Mouth Contagion Process: How to Spread the Word 187
Practice - How can you use this in your company? 194
Chapter 5 | A 5-Step Program to Increase Sales While Spreading Word of Mouth
Step 1 - Gather Customer Feedback 208
Step 2 - Publish a Newsletter 217
Step 3: Create a portable word-of-mouth tool 225
Step 4 - Create a Booklet 229
Step 5 - Host an Event 238
Epilogue 248
Appendix | Success Stories from 520 Companies 253
Prologue | Welcome to the Word-of-Mouth Contagion Ward! 14
Chapter 1 | Draw water before the well runs dry!
The Illusion of Being a Winning Organization 25
Stop digging the well before you get thirsty 29
If you stretch out your hand, there is a rich water vein there. 34
Even a well of abundant water will eventually dry up if you keep drawing from it. 40
Why do opportunities come only temporarily? 43
Focusing on individual products is essential for effective advertising. 48
Word of mouth? Incorporate referrals into your system. 52
Chapter 2 | Study the 5 Word-of-Mouth Common Sense Tips!
Word of Mouth Common Sense Test 61
Word-of-Mouth Common Sense Tip 1: High Customer Satisfaction Leads to Word-of-Mouth 64
Word of Mouth Common Sense 2 - If a Product is Good, Word of Mouth Spreads 69
Word of Mouth Misconception #3 - The Bad the Word of Mouth, the Faster It Spreads 75
Word of Mouth Common Sense 4 - Word of Mouth is Spread by Customers 81
Word of Mouth Misconception #5 - Word of Mouth is the Best Marketing Medium 89
Chapter 3 | Companies Customers Want to Talk About, Companies That Ignore Them
Triggers for Emotional Talk #1 - Use Misfortune, Disaster, and Scandal 109
The Emotional Trigger That Makes You Want to Talk 2 - Create a Story 115
Emotional Triggers That Make You Want to Talk 3 - Make Enemies 121
4 Emotional Triggers That Make You Want to Talk - Recognize Your Inner Desires 129
5 Emotional Triggers That Make You Want to Talk - Make Them the Main Character 137
6 Emotional Triggers That Make You Want to Talk - Create a Line 143
7 Emotional Triggers That Make You Want to Talk - Create a Community 149
Chapter 4 | How to Control Word of Mouth
The First Key to the Word-of-Mouth Contagion Process: Who Will Spread the Word? 163
The Second Key to the Word-of-Mouth Contagion Process: 169 Products That Will Spread the Word
The Third Key to the Word-of-Mouth Contagion Process: Where to Spread the Word 174
The Fourth Key to the Word-of-Mouth Contagion Process: 177 Moments to Spread the Word
The Fifth Key to the Word-of-Mouth Contagion Process: 180 Messages That Spread the Word
The Sixth Key to the Word-of-Mouth Contagion Process: How to Spread the Word 187
Practice - How can you use this in your company? 194
Chapter 5 | A 5-Step Program to Increase Sales While Spreading Word of Mouth
Step 1 - Gather Customer Feedback 208
Step 2 - Publish a Newsletter 217
Step 3: Create a portable word-of-mouth tool 225
Step 4 - Create a Booklet 229
Step 5 - Host an Event 238
Epilogue 248
Appendix | Success Stories from 520 Companies 253
Into the book
There is a clear difference between winning and losing organizations.
What's the difference? Winning organizations embrace change.
Know how to cleanly discard past rules and successful experiences without regret.
On the other hand, the losing organization clings to its past successes and continues to compete on an extension of the past.
If this happens, the more you try, the more you will only end up wasting your energy.
--- p.27
Opportunities come in fleeting moments.
If you miss this opportunity, you never know when the next one will come.
So when you jump on the bandwagon, you use advertising to gather as many customers as you can.
After that, you can change to a sales method centered on word-of-mouth.
In other words, even if the response to advertising disappears, you need to establish a system that allows you to do business solely through word of mouth and referrals.
--- p.42
For communication to be successful, a flow of information must be created between the customer and the company.
Just like breathing, when you send out information, it comes back to you.
Information that comes in must be sent out again.
Ensuring that information flows smoothly between customers and the company is the most important prerequisite for creating a buzz.
--- p.88
Just like your best permanent employees, your best referral clients will have the know-how to make effective referrals.
So, the simplest way to spread referrals is to teach your best referral customers the methods they use to new referrals.
Let's find out how our best referral customers refer customers.
All you have to do is pass on this effective introduction method to other customers.
--- p.178
If the purpose of publishing a newsletter is to satisfy the CEO's self-satisfaction, then all you have to do is create a pretty, polite, and sincere newsletter.
However, if you are making it with the intention of ‘I hope customers will spread the word…’ and to strengthen bonds with customers and prevent being stolen by other companies, it is better to make it friendly rather than polite.
What's the difference? Winning organizations embrace change.
Know how to cleanly discard past rules and successful experiences without regret.
On the other hand, the losing organization clings to its past successes and continues to compete on an extension of the past.
If this happens, the more you try, the more you will only end up wasting your energy.
--- p.27
Opportunities come in fleeting moments.
If you miss this opportunity, you never know when the next one will come.
So when you jump on the bandwagon, you use advertising to gather as many customers as you can.
After that, you can change to a sales method centered on word-of-mouth.
In other words, even if the response to advertising disappears, you need to establish a system that allows you to do business solely through word of mouth and referrals.
--- p.42
For communication to be successful, a flow of information must be created between the customer and the company.
Just like breathing, when you send out information, it comes back to you.
Information that comes in must be sent out again.
Ensuring that information flows smoothly between customers and the company is the most important prerequisite for creating a buzz.
--- p.88
Just like your best permanent employees, your best referral clients will have the know-how to make effective referrals.
So, the simplest way to spread referrals is to teach your best referral customers the methods they use to new referrals.
Let's find out how our best referral customers refer customers.
All you have to do is pass on this effective introduction method to other customers.
--- p.178
If the purpose of publishing a newsletter is to satisfy the CEO's self-satisfaction, then all you have to do is create a pretty, polite, and sincere newsletter.
However, if you are making it with the intention of ‘I hope customers will spread the word…’ and to strengthen bonds with customers and prevent being stolen by other companies, it is better to make it friendly rather than polite.
--- p.219
Publisher's Review
Pull the trigger of an emotion that makes you want to tell someone!
As is well known, there is no promotional medium more powerful than word of mouth or referrals from people around you.
That's why many companies set policies like, "Word of mouth is important!" and "It's referral sales!"
But what exactly do you need to do to spread the word? While word-of-mouth is important, 99.9% of companies don't have a systematic strategy for it.
This book is designed to help anyone immediately apply the power of word-of-mouth to their business.
The tools you need to get your customers to spread the word are already at your feet.
Now all you have to do is grab it and use it.
What word-of-mouth tools are rolling around right at your feet? And how can you leverage them? What conditions must be met to get customers to speak up and promote your company? How can you ensure your customers spread the word about your company to their customers? This book provides the answers.
As is well known, there is no promotional medium more powerful than word of mouth or referrals from people around you.
That's why many companies set policies like, "Word of mouth is important!" and "It's referral sales!"
But what exactly do you need to do to spread the word? While word-of-mouth is important, 99.9% of companies don't have a systematic strategy for it.
This book is designed to help anyone immediately apply the power of word-of-mouth to their business.
The tools you need to get your customers to spread the word are already at your feet.
Now all you have to do is grab it and use it.
What word-of-mouth tools are rolling around right at your feet? And how can you leverage them? What conditions must be met to get customers to speak up and promote your company? How can you ensure your customers spread the word about your company to their customers? This book provides the answers.
GOODS SPECIFICS
- Date of issue: November 3, 2025
- Page count, weight, size: 292 pages | 152*225*20mm
- ISBN13: 9791124026069
- ISBN10: 1124026061
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