Central to this book is the innovative Decision Matrix, which helps readers identify who their potential buyers are and what messages those prospects need to hear from friends, coworkers, and trusted advisors. This matrix is followed by step-by-step guidance on how to construct an integrated "no vested interest" campaign that leverages all channels (including traditional media, the Internet, and PR), penetrates successive tiers of audiences, and builds sales exponentially. Marketers will learn how to:
-- Target the predominate adopter type (innovator, early, middle, late, laggard)
-- Create the content -- the actual words -- needed to accelerate the process
-- Identify the sources and delivery mechanisms that will be most persuasive
-- Use a wide variety of the methods that trigger runaway word of mouth.