---
title: "Beyond Buzz: Word-of-Mouth Marketing"
description: "Beyond Buzz: The Next Generation of Word-of-Mouth Marketing by Lois Kelly is about learning to create meaningful dialogue about organizations and products, instead of marketing blah blah blah. If you..."
url: https://www.boxcarmarketing.com/beyond-buzz-word-of-mouth-marketing/
date: 2007-08-22
modified: 2025-10-10
author: "Monique Sherrett"
image: https://www.boxcarmarketing.com/wp-content/uploads/2025/09/BeyondBuzz-198x300-1.jpg
categories: ["Marketing Strategy & Tips"]
type: post
lang: en
---

# Beyond Buzz: Word-of-Mouth Marketing

[!(https://www.boxcarmarketing.com/wp-content/uploads/BeyondBuzz-198x300.jpg)](http://foghound.com/BeyondBuzz/)(http://foghound.com/BeyondBuzz/) is about learning to create meaningful dialogue about organizations and products, instead of marketing blah blah blah.

If you are the lone evangelist in your organization—the one who gets it—print out a copy of the (https://www.boxcarmarketing.com/wp-content/uploads/attachments/beyondbuzz-ebook.pdf)**Executive Summary of Beyond Buzz** and get it in front of as many managers as possible, especially those in communications, marketing and PR. (Tip from a former lone evangelist: I know, the summary is electronic. You could email it. In my experience, paper in front of nose is more effective.)

**There are 5 reasons why conversation is important. **

**1. Because (http://cluetrain.com/) tells us markets are conversation. **

Ok, that’s not one of the 5, but it’s definitely the starting point to understanding #1.

**#1. People don’t trust marketing and sales information. **

We have trusted advisors. They are our friends and family. We’d rather believe Tom, who’s just bought a new digital camera, than Best Buy who wants to sell us a camera for 20% off.

**#2. People are overwhelmed with information. **

We trust our friends and family because we can have a conversation with them. They help us make sense out of the information. They are not trying to sell us anything. They have our best interests at heart.

**#3. Beyond products, people want to know what it’s like to work with your company. **

We want to know that we’re spending our money with the right people.

**#4. Explosion of new “talk” communications channels.**

There are many, many ways for us to search online for product reviews. In fact, we don’t just check “Ford + reviews”, we check “Ford + repairs” and “Ford + broken”. If you’re not part of that conversation, we’re less likely to care about great reviews, especially if your company is the source of the reviews.

**#5. People want to be heard and have a say. **

Be an advocate on behalf of customers. Listening and talking can take you a long way.

The Foghound > Beyond Buzz website has lots of other incentives to buy the book:

- (http://feeds.feedburner.com/FoghoundPodcast)

- (http://foghound.com/BeyondBuzz.ToC/)

- (http://foghound.com/pdf/BeyondBuzzAuthorQA.pdf)

[**Buy a copy of Beyond Buzz today.**](http://www.amazon.ca/gp/redirect.html?ie=UTF8&location=http%3A%2F%2Fwww.amazon.ca%2FBeyond-Buzz-Generation-Word-Mouth%2Fdp%2F0814473830%3Fie%3DUTF8%26s%3Dbooks%26qid%3D1187760538%26sr%3D8-1&tag=somisguided-20&linkCode=ur2&camp=15121&creative=330641)

[**Enter to win a free copy.**](http://www.surveymonkey.com/s.aspx?sm=CLme7k7km8ELb2RZv2AJBw_3d_3d)

I’ll do a random draw in one week.

UPDATE:

Congratulations to the 5 contest winners. (This is a partial list. Not everyone has given me permission to post their name.)

Kara Harun

Kate Trgovac of (http://www.mynameiskate.ca)

Jennifer Wiederick of (http://www.worldwidewatercooler.com)

Thank you to everyone who entered.