The Passion Conversation : Understanding, Sparking, and Sustaining Word of Mouth Marketing (Hardcover)--by Robbin Phillips [2013 Edition] ISBN: 9781118533338

**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. Understand why people talk and share, and help make it happen more often The Passion Conversation shows leaders and marketers in any organization how to understand why people talk and share. It also provides actionable insights for fostering those conversations. This book bridges the knowing-doing gap by connecting the dots between the WHAT, the WHY, and the HOW that make word of mouth happen. It explains the three passion buckets that fuel word of mouth: functional, social, and emotional. People engage in conversations to seek information to guide their decisions, to impress others and express their uniqueness, and to show love for some brands and disgust with others. These three passion drivers are the fuel behind word of mouth about brands. A wide variety of for-profit and not-for-profit organizations routinely use this knowledge to ignite conversations. Offers accessible, practical ideation tools and a series of questions to help organizations unearth their passion conversations Authors Robbin Phillips, John Moore, Greg Cordell, and Geno Church work together at the word of mouth marketing company Brains on Fire, where they conduct speaking engagements, events, workshops, and blogs to help companies and organizations ignite movement Provides the proven Brains on Fire blueprint and an actionable workbook for finding the insight needed to spark, sustain, and spread word of mouth conversations The Passion Conversation shows marketers and business leaders how to dig deeper to find their own essence, soul, and spirit, and, as a result, engage in more meaningful conversations that go beyond the surface.

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.

Preface: A Note from the Authors Introduction Chapter One: Understanding Word of Mouth Marketing Chapter Two: Sparking Word of Mouth Marketing Chapter Three: Heroes: A Love Story Chapter Four: The Fitness Rebellion: A Love Story Chapter Five: The Driven Class: A Love Story Chapter Six: Wonderopolis: A Love Story Chapter Seven: Sustaining Word of Mouth Marketing Bibliography Acknowledgments About the Authors Index.