The Passion Conversation: Understanding, Sparking, and Sustaining Word of Mouth Marketing

by Robbin Phillips, Greg Cordell, Geno Church

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 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.

Genres: Business, Self Help, Nonfiction

224 pages, Kindle Edition

First published January 1, 2013

Reviews

[Liz · Rating 4 out of 5]

I'm still asking myself if this was a self-help book (it's not), because it certainly felt like one. Which is weird. Definitely a book of business, leadership, and marketing, "The Passion Conversation" read too much like "how we can all improve ourselves, follow our dreams, and change the world."

I really enjoyed it.

I received "The Passion Conversation" as a review copy back in 2014, when marketing was still a viable skill on my resume. And though my career has turned in a different direction, I still feel like this book is relevant...to anyone, really.

Remember that comment above about improving ourselves? Maybe that's the key. As much as we market a business (especially an entrepreneurial, indie, or non-profit) we're also marketing ourselves as brand ambassadors. This business means something to me because _____.

And we also market ourselves in everyday life. When making small talk, meeting someone, giving presentations, interviews. This can be hard for some people (introverts like me), but we all have to learn how to market our skills. Especially when it comes to business and our careers.

And perhaps that's why I felt like "The Passion Conversation" could so easily qualify as a self-help book. It wants you to look deeply at yourself, at your passions, at what you support, and market that as part of "brand you" as much as "your actual business brand."

So maybe it's weird, but I actually recommend this book to anyone who's interested in the broader points of not just marketing, but self-promotion. And it's a feel-good book. Passion can't help but be uplifting. We can all be unironically enthusiastic about promoting the things we love, be they charities, hobbies, brands, or ourselves.

And that's actually pretty cool.

[Rob Anderson · Rating 3 out of 5]

Get past the opening, which may strike you as corny/hokey, because it all comes together in the various "case studies" and real stories in the later chapters. All older marketing execs should read this, as it will open some eyes about the possibilities and challenges of modern communications.

[Christine · Rating 5 out of 5]

A big issue for small and big businesses alike is marketing and The Passion Conversation is a breezy course in word of mouth marketing. To be honest, it seems like most of the business books I have read and reviewed are breezy in some way--the books seem to serve some sort of marketing purpose for the company behind them--but they all have their gems that you are free to choose or reject.

Word of mouth marketing is a powerful and cheap tool that any individual or organization can use to market their services online or offline. You probably know people who are so enthusiastic about something that they can go on and on about it or that you go to when you need advice. These sorts of people have tipped the scale from being a consumer to an advocate and you will want to find or create them. The book uses a few examples to illustrate how that we when we love something or hate something, we share our experience with others. I was surprised to read that people share offline differently than when they share online--they have different reasons. Sharing offline is far more engaging because of tones and gestures. I remember the time my friend's enthusiasm for a cold laminator was so infectious that I almost bought one myself :-D When I had a bad customer service experience with a now defunct mobile point of sale system, I told all my arty friends. When I purchased the new Square reader from Staples, I even told the cashier about the lousy experience. "That's my free advice, anyway!" I said.

One can use The Passion Conversation with co-workers or any type of group where you are trying to reach consensus. After all, your co-workers are your internal customers. If you don’t love people, if you don't love what they do or what drives them, you won't get very far.

The book is rounded out with several before and after stories and how the company was able to grow or change. The company that wrote the book and facilitated the change is called Brains on Fire.

[Caleb Lail · Rating 2 out of 5]

It says a lot without really saying anything. It’s about 200 pages, and at least fifty of those are either pictures, blank, or smartly spaced out so the least amount of text possible shows up on the page.
It repeats the same ideas multiple times and the best information is on about 15 pages. One of the reviews says it’s a “quick read.” Well, they were right, since I found myself skimming over large chunks that were very familiar.
It talks about a few businesses that their advertising team helped and, to be honest, it feels like they’re just advertising those brands to us. Like, part of the reason the writers of this book are being paid for their services is by getting sponsored by their own clients. I don’t know. Maybe that’s the point.

[Alisa · Rating 4 out of 5]

Decent bok about WOM and there aren't any good one. I liked the questions to ask in starting/ideating conversations with consumers, employees, and communities.

[Caity · Rating 4 out of 5]

Honestly was a little slow to get into, but the profiles of each business showed so many unique approaches that creativity was certainly sparked in my mind

[John · Rating 3 out of 5]

This book makes complete sense if you are able to find clients who are looking for more than just a service. My favorite quote out of the book is at the end. When Robin is talking about an experience at a summer job . " I learned something magical that summer - the simple notion that community will form naturally and organically when you share common experiences and passions. " This quote is simply amazing because it holds so much truth. Overall, quick and easy read on Word of Mouth Marketing.

[Geno Church · Rating 5 out of 5]

I'm biased… I love it! :-)