منهجية التغيير في الأفكار - هاني المنيعي
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R"(JÅÖ"!I"GYÅ 4
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Advertising reaches only the driest tinder.
Experience can reach the mildly interested
Personal influence reaches the masses
There are four steps to a PyroMarketing fire.
Gather the driest tinder: These people have the lowest
ignition temperature relative to your product. The
slightest heat from your marketing causes them to light
and burn hot. This is the only group whose ignition
temperature is within reach of traditional advertising.
Touch them with the match: Let people experience your
product or service. If you want prospects to laugh, don't tell
them you're funny; tell them a joke. Experience is hotter
than advertising and can ignite even the mildly interested.
Fan the flames: This means equipping your customers to
spread your message more effectively through word-of-
mouth. Personal influence is hotter than advertising or
experience and the only way to convert the apathetic
masses. Reach them by leveraging the power of
passionate customer evangelists.
Save the coals: Keep a record of the people you find with
your marketing so that each new campaign builds equity
you can tap in the future.
PyroMarketing: The Four Step Strategy to Ignite
Customer Evangelists and Keep them for Life by Greg
Stielstra (HarperBusiness) arrives in stores this
September 27. To learn more visit
www.pyromarketing.com. Spread the fire. !Greg Stielstra
R"(JÅÖ"!I"GYÅ 4
2-2
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!"#$%& 19 '()*+& 2010
R"(JÅÖ"!I"GYÅ 4
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@,!)75!!"#$%& 19 '()*+& 2010
Advertising reaches only the driest tinder.
Experience can reach the mildly interested
Personal influence reaches the masses
There are four steps to a PyroMarketing fire.
Gather the driest tinder: These people have the lowest
ignition temperature relative to your product. The
slightest heat from your marketing causes them to light
and burn hot. This is the only group whose ignition
temperature is within reach of traditional advertising.
Touch them with the match: Let people experience your
product or service. If you want prospects to laugh, don't tell
them you're funny; tell them a joke. Experience is hotter
than advertising and can ignite even the mildly interested.
Fan the flames: This means equipping your customers to
spread your message more effectively through word-of-
mouth. Personal influence is hotter than advertising or
experience and the only way to convert the apathetic
masses. Reach them by leveraging the power of
passionate customer evangelists.
Save the coals: Keep a record of the people you find with
your marketing so that each new campaign builds equity
you can tap in the future.
PyroMarketing: The Four Step Strategy to Ignite
Customer Evangelists and Keep them for Life by Greg
Stielstra (HarperBusiness) arrives in stores this
September 27. To learn more visit
www.pyromarketing.com. Spread the fire. !Greg Stielstra
R"(JÅÖ"!I"GYÅ 4
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@,!)75!!"#$%& 19 '()*+& 2010
Advertising reaches only the driest tinder.
Experience can reach the mildly interested
Personal influence reaches the masses
There are four steps to a PyroMarketing fire.
Gather the driest tinder: These people have the lowest
ignition temperature relative to your product. The
slightest heat from your marketing causes them to light
and burn hot. This is the only group whose ignition
temperature is within reach of traditional advertising.
Touch them with the match: Let people experience your
product or service. If you want prospects to laugh, don't tell
them you're funny; tell them a joke. Experience is hotter
than advertising and can ignite even the mildly interested.
Fan the flames: This means equipping your customers to
spread your message more effectively through word-of-
mouth. Personal influence is hotter than advertising or
experience and the only way to convert the apathetic
masses. Reach them by leveraging the power of
passionate customer evangelists.
Save the coals: Keep a record of the people you find with
your marketing so that each new campaign builds equity
you can tap in the future.
PyroMarketing: The Four Step Strategy to Ignite
Customer Evangelists and Keep them for Life by Greg
Stielstra (HarperBusiness) arrives in stores this
September 27. To learn more visit
www.pyromarketing.com. Spread the fire. !Greg Stielstra
R"(JÅÖ"!I"GYÅ 4
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R"(JÅÖ"!I"GYÅ 4
2-5
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@,!)75!!"#$%& 19 '()*+& 2010
Advertising reaches only the driest tinder.
Experience can reach the mildly interested
Personal influence reaches the masses
There are four steps to a PyroMarketing fire.
Gather the driest tinder: These people have the lowest
ignition temperature relative to your product. The
slightest heat from your marketing causes them to light
and burn hot. This is the only group whose ignition
temperature is within reach of traditional advertising.
Touch them with the match: Let people experience your
product or service. If you want prospects to laugh, don't tell
them you're funny; tell them a joke. Experience is hotter
than advertising and can ignite even the mildly interested.
Fan the flames: This means equipping your customers to
spread your message more effectively through word-of-
mouth. Personal influence is hotter than advertising or
experience and the only way to convert the apathetic
masses. Reach them by leveraging the power of
passionate customer evangelists.
Save the coals: Keep a record of the people you find with
your marketing so that each new campaign builds equity
you can tap in the future.
PyroMarketing: The Four Step Strategy to Ignite
Customer Evangelists and Keep them for Life by Greg
Stielstra (HarperBusiness) arrives in stores this
September 27. To learn more visit
www.pyromarketing.com. Spread the fire. !Greg Stielstra
R"(JÅÖ"!I"GYÅ 4
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Unleashing the Ideavirus 32 www.ideavirus.com
Here’s a schematic of typical word of mouth. Notice how few cycles there are, and how it drops off
over time.
Here’s an ideal ideavirus. Note how much more frequently the cycles occur, and how each cycle sees
the virus grow.
With an ideavirus, both principles no longer apply. Ideaviruses spread fast and they spread
far. With word of mouse (word of mouth augmented by the power of online
communication), you can tell 100 friends, or a thousand friends. Because the numbers are
larger and faster, the virus grows instead of slows.
Even before the Net, there were special cases of viruses. In traditional word of mouth in the
book business, someone reads a book and tells a friend. It’s nice, but it’s not usually enough.
The Bridges of Madison County, however, became the bestselling novel of the decade, because
booksellers adopted it and told people. As a bookseller, you’ve got exposure not just to a few
people, but hundreds of people. So the serendipitous word of mouth that helps some books
is replaced by a rapid, virulent alternative.
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