These days I hear a lot of talk about buzz. As in, "buzz marketing" or "what’s the buzz?" There are plenty of books, articles, websites and blogs devoted to buzz marketing. But, with all the buzz about buzz, there seems to be a lack of useful information about what it is and, more importantly, how to use it in your business.
Mark Hughes has made the concept of buzz marketing easy to understand and easy to use.
His book: Buzz Marketing is rated 4.5 stars (out of 5) at Amazon.com and 5 stars (out of 5) at BarnesandNoble.com. With good reason. Mark knows his stuff when it comes to marketing and he is skilled at explaining things in a clear and direct way that makes sense.
What I especially like about Mark’s book is he looks at buzz marketing from a logical, systematic perspective. He lifts up the hood and tears apart the engine so we can see how and why it works.
First, he gives us a useful definition:
"Buzz starts conversations."
This helps us both understand buzz and see its potential power. If you can get people to start conversations (or talk) about your business, then you have created buzz. The nice thing about this is, one conversation often creates another, which can create others. Depending on the strength of the buzz, you could have hundreds or thousands of conversations started about your business.
What’s really great is the conversations are honest and real so people believe them. They don’t carry the credibility baggage that ads carry. And, they don’t cost you anything because people start them voluntarily.
Mark goes on to say, buzz marketing is simply: "Giving people something to talk about."
To make it easy to understand how to use buzz marketing in your business, Mark explains the "Six Buttons of Buzz" you must push to start a conversation.
The Six Buttons of Buzz
The Taboo (sex, lies, bathroom humor)
The Secrets (both kept and revealed)
In others words, these are the six types of topics that give people something to talk about.
Mark covers each of these in detail, giving examples and explanations. He does a great job helping us see buzz marketing in action, for large and small businesses.
Before reading Mark’s book I thought buzz marketing was just a nebulous, hip term that marketing wonks liked to toss around. And I didn’t see much value in considering it for small businesses.
I was wrong!
Buzz marketing has plenty of value for all businesses (and nonprofits too). Just understanding the mechanics of buzz marketing is helpful. But seeing real-world examples and learning how to replicate them is even better.