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The Passion Conversation

Understanding, Sparking, and Sustaining Word of Mouth Marketing

By: Robbin Phillips, Greg Cordell, Geno Church, John Moore

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Hardcover | 26 August 2013 | Edition Number 1

At a Glance

Hardcover
224 Pages

Dimensions(cm)
22.35 x 14.68 x 2.06

Hardcover

RRP $47.50

$45.75

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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.

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