Word of mouth marketing or sneezing (i.e. Seth Godin) is more than simply spreading the word.  It’s more than a chain of people sharing information.

The best word of mouth marketing comes about when your product is so remarkable that those people experience it become excited.  That excitement is then regenerated in the people they tell and on down the line.

Excitement in the recipient of the information is the key to keeping the message alive.

For example, look at the Toyota Prius.  It isn’t just a Hybrid car – it’s a truly remarkable product.  People who own a Prius become excited when they talk about their car.  That excitement is then generated in whomever they talk to.

Simple, isn’t it?  The more challenging part is creating something so remarkable that generates excitement in those who learn about it.