Ready to create some buzz for your business? It's been a decade since Emanuel Rosen published his classic marketing handbook on creating powerful word-of-mouth marketing. Now, Emanuel is back with a fully updated version of his book, The Anatomy of Buzz Revisted. It's brimming with stories, strategies and practical advice on how to encourage people to spread the word about your products and services.

I recently had a chance to ask Emanuel about the new book and he agreed to share some tips specifically for solo business owners. I've published some highlights here and invite you to read the entire interview online at WorkingSolo.com.

Terri Lonier: How do you define buzz?
Emanuel Rosen: When I talk about buzz, I refer to all the person-to-person communication about a brand. The beauty of buzz is that people usually tell their friends what they really think about stuff they buy, not what companies would like them to say.

TL: Can you control buzz?
ER: Some marketers would love to think that they can control buzz, but they can’t. What they can do is stimulate additional buzz about a good experience, and this is part of what my book is about.

TL: What's changed about buzz? Has the Internet made personal buzz less important?
ER: Face to face communication is still extremely powerful. In fact, research shows that most buzz still happens in person, and only about 10% of conversations about brands happen online. This doesn’t mean that the Internet is not important. It is important because it can accelerate buzz both online and offline.

TL: What are the most common mistakes that people make about generating buzz?
ER: The most common mistake is that they expect people to talk about their product but they don’t provide something that is worth talking about — something remarkable. Another mistake is to think that you can get real buzz through fake reviews and undercover marketing.

In the full interview you'll also discover:
* Can buzz be measured? If so, how?
* How do you use Triggers to control buzz?
* Why did you include so many stories in your book?
* Three tips for soloists on how to create buzz
* How to jump-start buzz if you've let it slide
* The future of buzz
* A buzz-maker's first step
* And more

Read the entire interview here. Check out Emanuel's book on Amazon here. And a shout-out to Emanuel for sharing such great info!

-- Terri Lonier
Founder, WorkingSolo.com

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