This post is part of our special holiday giveaway series. When you buy the audio edition of Word of Mouth Marketing: How Smart Companies Get People Talking, we’ll send you a signed paperback edition for free. Learn more about it at the bottom of this post.

Once you’ve found a great topic, it’s your job to take care of it, to protect it, and to help it start conversations for a long time.

You’ve got to keep it fresh and avoid the temptation to drop it. In this excerpt from the audio edition of the Word of Mouth book, learn why this is so important and how to do it:

Love this excerpt? Order the complete audio edition of Word of Mouth Marketing: How Smart Companies Get People Talking and we’ll send you a signed paperback edition for free.

From now through December 31st, email a receipt of your purchase of the audio edition of the Word of Mouth bookto editor@wordofmouth.org and we’ll mail you a signed paperback edition for free. (Sorry, but we can only ship to U.S.-based addresses.)

Order your audiobook here.