The Keller Fay Group has released "The Steak is the Sizzle," a report that found products that are easy to discuss and recommend are more likely to find success through word-of-mouth (WOM) marketing than products that are simply perceived to be new and innovative.

Keller Fay CEO Ed Keller believes that the report dispels two widely held beliefs-- that new products are discussed at a higher rate than older products, and that high profile marketing stunts are required for WOM success.

"Marketers have strong beliefs about what drives word-of-mouth success, but until now conventional wisdom has been the dominant source of information," says Keller. "This study challenges much of what we have come to believe about consumers when it comes to their recommending behavior. Word of mouth is not reserved for revolutionary products; rather it can also be harnessed by marketers in many categories and at various stages of the product lifecycle."

The report finds a strong connection between the product's ability to fill a consumer's needs, and the consumer's willingness to discuss the product with friends. "It's about real products filling real needs," adds Keller.