One key point on word of mouth marketing: “It’s about people, stupid,” says Brains on Fire President Robbin Phillips. The focus shouldn’t be on the product or the sales data. It should be on human beings and what they care about.

In her book, The Passion Conversation, Robbin says you have to understand people’s passions before you can serve them. Brands should know how to fit into their customers’ lives and interests. Only then can they spark meaningful conversations.

In her presentation at’s Brands-Only Summit, Robbin also explains:

  • The three triggers that prompt people to share
  • How Foundations Recovery Network inspired conversation on addiction treatment
  • Why a scissor company decided to create its own crafting community

For more details, check out Robbin’s full presentation in the video below.

Download her slide presentation here.

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