For the last few years, marketers have been obsessed with creating word of mouth and buzz to compensate for the declining effectiveness of traditional advertising. There have been several books on this important subject (including The Tipping Point ), but none with the real-world insights that Dave Balter offers as today's leading practitioner of word-of-mouth marketing. Balter's company, BzzAgent, has grown exponentially in just a few years; it now coordinates an army of 75,000 volunteers who talk up products they genuinely love, ranging from books, beer, and jeans to perfumes, restaurants, and sausages. These agents are not asked to follow a script when talking with friends and acquaintances in everyday conversations, nor do they conceal that they're agents. The honesty of their opinions is what make these agents believable. The big lesson of BzzAgent's success is that companies don't need to win over experts, "influentials," "cool hunters," or "magic...

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