We've seen many word-of-mouth (WOM) marketing campaigns help companies or people get more contacts or sales than they can handle. But how do we generate this buzz ourselves?

Once a good idea is used, it doesn't always succeed a second time, like the Million Dollar Homepage on which a British student sold each pixel for $1 to help pay for his college education. He made over 600,000 pounds, or roughly $1,056,000.

Businesses can still generate successful WOM campaigns without a whacky idea. The book Buzzmarketing is one great resource for learning about past campaigns and discovering what elements are needed to make a campaign spread like crazy.

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Hank Stroll (Hank@InternetVIZ.com) is publisher at InternetVIZ, a custom publisher of 24 B2B e-newsletters reaching 490,000 business executives.