Wednesday, August 1, 2012

Word of Mouth Campaigns: Part 2

Morgan, here, with another Wednesday field trip coming at ya!

In last Wednesday's post, I introduced some terms that may have been new to you:
  • Maven - a subject matter expert
  • Connector - a person with a broad and diverse network of friends, associates, and other contacts
  • Salesman - a persuasive person

Each person, listed above, plays a role in propagating a word of mouth campaign.  Just think of the last time you needed a new product or service.  Did you consult with your friends, experts, or store clerk before you made your final buy decision?  Have you recently made a purchase based solely on a friend's recommendation?  Have you ever avoided a service provider or product based on a negative review?  If your answer is 'yes' to any of these question, then you have been affected by 'word of mouth'....sometimes, they are formal campaigns orchestrated by corporations who pay trend setters to use their products.  Most often, they are genuine recommendations from people we trust.

I would argue that, in today's WiFi connected world, bloggers are a mix of Maven, Connector, and Salesman.  Formal review sites, like Goodreads and Consumer Reports, act as a mix of Maven and Connector.

How does all of this information pertain to your writing career?  Use your new found knowledge to your advantage.  Connect with bloggers online.  Write reviews on Amazon. Talk with bloggers and reviewers at writing conferences.  Do some research to find out which bloggers will enjoy your style of writing and start to engage them.  We all prefer to do business with people we know and trust....bloggers typically enjoy promoting authors they know personally.


How can you engage bloggers and reviewers?
  • Follow them on Twitter or Facebook
  • Subscribe to their blogs and leave comments
  • Have a drink with them at a conference
  • Make an effort to understand their passion for reading and blogging

Here are some bloggers I've met and / or follow on Twitter:

Questions for this week:
  • Which bloggers do you follow?
  • Do you interact with them via Twitter, Facebook, or other social media?
  • How do you select the bloggers you follow?

I challenge you to find at least one blogger who covers the types of books you write.  Connect with them through their blog, Twitter, or Facebook.  Find out how they select the books they review.  You just might learn something new and start to generate some buzz for your books and your PERSONA.


Any marketing questions can be posed in the comments on any post. If you have a question, others will too, so we can address our answers to all. Our posts are myths and tips we want to share but we love to target our answers to questions.

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