Quotes from Andy Sernovitz

You should try to build word of mouth into every advertising campaign.

Real word of mouth dips in and out of different spaces. You eat at a good restaurant. You mention it to people at the office. One of them emails your recommendation to his wife. She emails four friends, and they have lunch there. Two mention the restaurant to other friends at a party, and one of them blogs about it. Someone reads the blog and calls a buddy about eating there. They review it online. You get the idea.