Xu Hướng 2/2024 # Word Of Mouth Marketing In 2024: Effective Strategies + Examples # Top 11 Xem Nhiều

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Finding new ways to generate ecommerce sales is getting tougher.

Competition is fierce. And simply having a presence and a nice looking web store is no longer enough to make you stand out.

But there’s one powerful area that tends to get neglected by ecommerce businesses:

Word of mouth marketing (or WOMM).

What is Word of Mouth Marketing?

Traditionally, word of mouth marketing was spread from one person to another based on recommendation.

Modern word of mouth marketing describes both targeted efforts and naturally occurring instances where users share their satisfaction with a brand.

Many best practices and marketing tactics encourage natural word of mouth, but campaigns – particularly on social media – can have the explicit aim of promoting an online business’ social exposure.

In the International Journal of Market Research, M. Nick Hajili wrote:

“Trust, encouraged by social media, significantly affects intention to buy. Therefore, trust has a significant role in ecommerce by directly influencing intention to buy and indirectly influencing perceived usefulness.”

Organic Word of Mouth vs. Amplified Word of Mouth:

The two have inherent overalps — and over a good WOM marketing strategy will cause icnreased organic WOM. Vice versa, if you already have a decent amount of organic WOM, your WOMM campaugns will be much more successful.

These two types of WOMM are called and defined as:

Amplified word of mouth: Amplified WOM occurs when marketers launch campaigns designed to encourage or accelerate WOM in existing or new communities.

Word of Mouth Marketing Statistics

Beyond friends and family, 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts.

And 74% of consumers identify word of mouth as a key influencer in their purchasing decisions.

But only 33% of businesses are actively seeking out and collecting reviews.

Despite that fact that a little, can do a lot. When specific case studies were analyzed, researchers found a 10% increase in word-of-mouth (off and online) translated into a sales lifts between 0.2 – 1.5%.

So in this post we go into full detail on the subject:

What it takes to make word of mouth marketing work.

Specific strategies (with real-life examples) for setting up a steady flow of referral customers.

Why Care About Word of Mouth Marketing?

Tactics such as setting up a cool social media ad or experimenting with AI in ecommerce may sound more exciting (and like quicker wins).

The Advantages of Word of Mouth Marketing:

Build a community not a commodity: Word of mouth marketing works to build an engaged fan base rather than a buy and bolt customer. Higher engaged customers buy more often and recommend their friends more often, extended your return on time spent on the strategy and generating a high customer lifetime loyalty.

More funding, more freedom: Brands with high customer lifetime loyalty and therefore repeat purchases receive more angel and venture funding. Why? Because CAC to LTV, or Customer Acquisition Cost to Lifetime Value, is considered one of the most important aspects of a healthy business model in the early days of a company’s lifecycle.

In fact, there are three crucial factors a quality WOM marketing strategy can affect:

1. Brand loyalty.

According to the National Law Review, it can cost five times more to acquire a new customer than keep a current one.

And Bain & Co estimate that a 5% increase in customer retention can boost a company’s profitability by 75%.

And think about this:

All of a sudden you’ve got a machine that’s pumping out new customers who are all loyal to your brand.

2. Brand trust.

In other words:

Word of mouth marketing means your brand is being recommended in the most trustworthy context possible. And first time browsers are much more likely to take that crucial extra step of handing over their payment details.

3. Creating a buzz.

It’s great to have ad budgets and perfect sales funnels. But the only way to create a genuine buzz about your brand is to have impartial people shouting about you in the media and on social networks.

And a good word of mouth marketing strategy severely increases the likelihood of this happening.

Impress the right person and you might even end up getting featured in something like the New York Times.

Next thing you know, Beyonce is knocking down their door to get a custom collaboration.

The collaboration made national headlines, including:

For Flash Tattoos, sales increased 1,100% following the collaboration.

Paid acquisition through channels such as Facebook, Instagram and Google have become significantly more competitive, which is putting increasing pressure on brands’ gross margins (when considering customer acquisition costs).

Brands thus have to focus on alternative marketing tactics, which have more cost-efficient unit economics and simply requires less of a monetary investment.

One of the best recent examples is Patagonia’s “The President Stole Your Land” campaign. Their tweet about this got more than 60,000 retweets. The overall campaign, which Patagonia targeted at their own customers, generated worldwide publicity and contributed greatly to their marketing efforts.

– Adii Pienaar, High King of Ecommerce, Conversio

Create An Epic Experience First

There’s one thing to make sure of before doing anything else before creating effective word of mouth marketing strategies:

That you’re already creating an epic customer experience.

Trying to get people to refer their friends and family to your business is almost impossible if they had a poor experience. Even with an average one it’s difficult.

You could even do the opposite and spark up a whirlwind of negative publicity.

And with 65% of consumers having cut ties with a brand over just a single poor encounter, it’s more important than ever to create that amazing experience.

Here are a few things you can do to make sure that happens:

WOM is Built-In Trust

People who arrive by other channels, by contrast, might know nothing about your store and have to be convinced first. Their levels of ‘trust’ are lower and conversions are correspondingly lower too.

In addition, if someone has had a good experience with your company and passes this message along they are also likely to point out helpful tips (i.e. be sure to pick up your discount coupon, or log in to get a free gift, etc) that make your offering more attractive to that person BEFORE they have even visited the site.

Word of mouth customers come with built in levels of trust and confidence that other channels don’t.

– David Mercer, Founder, SME Pals

1. Sell quality products.

It’s impossible to create a positive experience if what you sell just isn’t up to scratch.

Your business will fast become more about managing returns than anything else.

So being able to source and sell quality products is crucial.

Take a look at the negativity caused in this TripAdvisor review:

Yet their product (the food) and overall experience for the customer was totally lacking.

A poor review and a customer likely to spread plenty of negative word of mouth.

Create Good Products to Get Good Profit

Creating a great and personal experience around a high quality product can lead to all sorts of virality – online and offline.

The reverse is true as well.

If you treat customers poorly or sell lousy products, people will know and tell other to stay away. And because of social media, they can influence not only their friends but also friends of friends and beyond.

– Josh Mendelsohn, VP, Privy

2. Seamless order process and site UX.

According to justuno, 93% of consumers consider visual appearance to be the key deciding factor in a purchasing decision.

And a Forrester report claims better UX design could increase conversion rates by up to 400%.

Bottom line:

A great example of this is the Carolina Panthers online shop.

They used BigCommerce to redesign their site to look amazing and be easy-to-use across all devices:

83% increase in mobile conversions

37% increase in overall conversions

16% decline in bounce rate.

A recent Loqate report claims that 49% of consumers would shop online more if they felt more confident about delivery and 57% are reluctant to use a retailer again if delivery is late.

So running a tight operation after a sale’s been made is crucial.

It’s hard to provide that positive, referrable experience while carrying around a reputation for backorders and order mishaps.

This means having bulletproof processes in place to perfectly manage your inventory without overselling and a seamless fulfillment system to ensure on-time deliveries.

While also being super speedy in responding to and resolving any mishaps that do occur.

Of course, there’s no one way of doing this.

Every customer interaction is different – but should be treated as an opportunity to impress.

It’s about being in the mindset of striving for excellence in every situation and always putting the customer first.

Zappos are the absolute masters of this. In fact, their CEO Tony Hsieh has regularly described them as a “service company who happen to sell shoes”.

The internet is filled with a multitude of what can be seen as small, yet powerful stories about how Zappos creates wow experiences for customers every single day.

They’ve even started turning them into cool promotional videos:

Ideas For Building Your Word of Mouth Marketing Strategy

Creating an epic experience for customers is sometimes enough to get some of them shouting about you and referring others.

You need to move away from hoping people tell their friends about you. And towards specific strategies that actively encourage people to refer.

Let’s take a look at some ideas to help you build you WOMM strategy:

WOM works for all verticals

– Ross Simmonds, Digital Strategist, Foundation Marketing

1. Set up word of mouth triggers.

A word of mouth trigger is your ‘x factor’.

The thing that makes your business stand out from any other in your industry or space.

This means giving your customers something memorable. An experience, thought or feeling they can’t get anywhere else.

And they’re left being almost forced (in a good way) to talk about you to others.

The Hustle, for instance, sends an ambassador promotion email anywhere from 2 weeks to a couple months after someone joins (they continue to test timing for effectiveness). Here’s the email they send:

Disney does an amazing job of this with their theme parks.

They create a stunning visual experience that people just want to take photos of and share with other people.

But this can be a little trickier to create when it comes to ecommerce.

You could create a website so stunning and unique that people just have to share it. But navigation, ease-of-use and conversions should always be your first point of call.

IKEA is a great example of a brand using a visual trigger to create word of mouth.

They were among some of the first retailers to embrace Augmented Reality in a big way and created a huge online buzz when launching their AR app:

3. Do or create something unique.

Creating something totally different and out of the box is another way to trigger people into spreading the word about your business.

But that doesn’t mean you need to totally reinvent the wheel.

It could be that you market your business in a way that’s totally different to anyone else in your space. Or that you take an old product and sell it in a completely new way.

Dollar Shave Club is a fantastic example of both of these ideas.

Not only did they take an old product (a shaving razor) and sell it in a new way (via subscription to monthly grooming packages). But they also marketed themselves using self-deprecating humour in an industry that’s mostly known for producing serious commercials of men with chiseled good looks.

In fact, they gained 12,000 customers within 48 hours of this initial YouTube video going live in 2012 (and it now has over 25 million views):

4. Emotional provocation.

Tapping into people’s emotions can be very powerful for generating shares and getting people to talk about your business.

This can be done via taking something you believe in and tying your company brand closely to it on your social commerce networks, your website and anywhere you can.

For example:

Android believe in their slogan “Be Together. Not the Same”. And their ‘Friends Furever’ video went on to become the most shared ad of all time by simply encapsulating this concept.

BigCommerce retailer Ben & Jerry’s also does this really well by attaching themselves to a cause they hugely believe in – environmentalism:

Content generated by your users, customers and followers can be much more powerful, engaging and shareable than run of the mill company updates and photos.

In fact:

According to an Adweek infographic, 85% of users find visual UGC more influential than brand photos or videos.

Meaning engaging your follower base in a two-way conversation can encourage them to start shouting about your business on social media – effectively endorsing and referring you to their friends and followers.

Offering discounts for posts that meet certain criteria is one way to encourage this. Or running an ongoing social media competition on your own hashtag is another.

BigCommerce retailer Jeni’s Splendid Ice Creams does this fantastically well.

They have stores all across America and get customers to Instagram themselves enjoying their ice cream while using a special hashtag for the store they’re at:

Not every person is going to refer dozens of friends and family.

But that doesn’t mean they didn’t love their experience. And certainly doesn’t mean you can’t use their feedback to convince others to buy.

According to BrightLocal’s 2024 Customer Review Survey:

Consumers read an average of seven reviews before trusting a business – up from six the previous year.

85% of consumers trust online reviews as much as personal recommendations

49% of consumers need at least a four-star rating before they choose to use a business.

So feedback and word of mouth from your current customers is crucial.

That means collecting and prominently displaying honest reviews of your service and products in as many places as possible – marketplaces, websites, in-store, social media posts and anywhere else you can think of.

Alcoholic drinks retailer BeerCartel do this brilliantly on their BigCommerce store by prominently displaying product ratings in the top left and a reviews tab on the right:

A referral program isn’t going to trump a bad experience for your customers.

But offering systematic referral rewards is a great way to nudge happy customers into actually taking that step and introducing others to your business.

In fact:

Texas Tech research has indicated that 83% of satisfied customers are willing to refer a product or service but only 29% actually do.

So gently pushing customers towards taking action on referrals could be a game changer.

Rewards could be anything from:

Discount off next/first order.

$X gift card for referring a certain number of people.

Straight up paying people for referrals.

Bonus gifts with next order for referring people.

Outdoor apparel retailer The Clymb does an awesome job with their referral programme, clearly highlighting it in their website header:

A key caveat to mention here though is that you need to know your customer numbers and metrics – especially average lifetime value.

There’s no point giving a reward of, say, $50 if your average customer only has a lifetime value of $25. You’re just throwing away money.

This is why reward programs lend themselves particularly well to subscription services or businesses that see high customer retention.

But knowing your numbers means you know how much you can afford to spend as a reward.

For example:

Not something most brands can do. But PayPal knew their numbers and created 7-10% daily growth in user base with it selling for $1.5 billion a few years later.

Today, PayPal continues to lead the payments industry charge. They even sell their point-of-sale system to ecommerce brands in the exact same way ecommerce brands sell to their own customers.

But if you can get 1 person to talk about your brand with 10 of their friends and 5 of them buy. And you repeat that for every customer that comes into your store – you’ll get so many sales you won’t be able to keep up with inventory and shipping.

– William Harris, Ecommerce Marketing Expert, Elumynt

Spark WOM among influencers

Some people have a strong social media and online following. And hold a lot of sway with their recommendations.

In fact:

Research from Twitter and Annalect claims 49% of people say they rely on recommendations from influencers when making purchase decisions.

So getting your brand or products reviewed and talked about by relevant influencers in your industry can be a fantastic word of mouth strategy.

Some influencers you can outright pay to promote a product. But there are other ways too.

1. Send products for free.

Once you’ve identified relevant influencers, simply sending them one or some of your products for free can get them talking about it online.

Be careful not to expect or demand anything just because you’ve sent free product. Some of these influencers will get a lot of free stuff and they might not want to review it all.

Minimalistic watch retailer Daniel Wellington used this strategy almost solely to build their online business.

They simple sent one of their watches to selected Instagram influencers along with a unique discount code to include in any posts:

2. Connect with a worthy cause.

Following on from one of the above WOM triggers suggestions – influencers and celebrities are always wanting to show their support for causes they believe in.

Meaning you can gain serious word of mouth exposure while supporting something cool too.

Sun Bum sells sunscreen – without any of the typical bad stuff in it. They also make and sell sunscreen specifically for children’s skin. But that isn’t all.

Sun Bum partners with schools across the U.S. to bring in professional (and famous!) surfers from around the world to teach kids about the importance of sun protection.

Support for the project in the surfing community is huge. But it’s also something that many celebrities and key influencers are more than happy to promote and post about – plugging Sun Bum in the process.

Online app brand Vivino is beloved by wine novices and sommeliers alike around the world, but in the NBA — their share of influencers is far and wide.

“Shoutout to my Vivino app,” says Warriors point guard Stephen Curry. As Kevin Love, the 5 time basketball All-Star and NBA Championship winner, says, “It’s like Netflix for wine.”

For Blazers guard CJ McCollum? “It’s life-changing.”

But it’s imperative to start with the fundamentals.

It doesn’t matter how many marketing consultants you hire, amazing ecommerce conferences you attend or new age growth hacks you try. If you can’t provide a quality experience for customers and run a tight operation then you’ll fall short somewhere along the way.

Get this right first and then use the strategies in this post to keep multiplying your happy customer base over and over.

Text Effects In Word 2003 And Word 2007

Office for Mere Mortals

Your beginners guide to the secrets of Microsoft Office

Tips and help for Word, Excel, PowerPoint and Outlook for MS Office experts

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Making ordinary texts look extraordinary has been possible for many versions of Word. Alas, the features can make ordinary text look awful – if you’re not careful.

Making ordinary texts look extraordinary has been possible for many versions of Word. Alas, the features can make ordinary text look awful – if you’re not careful.

Word 2003

There’s a gallery of choices – most of which have been grossly overused. Choose one that’s near what you want, enter the text, choose a font and size.

Word 2007

Initially, WordArt seems little different in Word 2007. Under the Insert tab, there’s a WordArt button which opens up the same gallery options as in Word 2003.

Some of the options available (from left):

Edit Text – opens the initial dialog to set the text, font and text size

Spacing – changes the horizontal spacing of the letters.

Even Height – makes all letters the same height

Vertical Text

Alignment – some common options like left, center and right plus Word, Letter or Stretch justification.




Warp – changes the path that the text takes across the box.

Shadow Effects

3-D effects

And finally there’s formatting and positioning options for the entire WordArt box.

The big change is Live Preview which was introduced in Office 2007. With Live Preview you make selections on the ribbon and see those changes immediately appearing in the document.

In a follow up we’ll see how the text effects have been much improved in Office 2010.

See Also

Latest news & secrets of Microsoft Office

Microsoft Office experts give you tips and help for Word, Excel, PowerPoint and Outlook.

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How To Effectively Use Resume Action Words

Set yourself apart with resume action words that describe your contributions.

These days, employers want to know what you can achieve for their company – simply utilizing job descriptions on your resume isn’t enough. After all, there are hundreds of applicants lined up who are qualified for the job. You have to stand out.

Set yourself apart with action verbs, achieving language, and resume writing that describes what you have contributed rather than what you have done on a daily basis.

What are action verbs?

Think of Yoda and his notorious phrases. Then, don’t be like him. Sentences like “The Dark Side I sense in you” are not what you should place in your resume. Yoda often speaks in the passive voice, where the object comes before the verb in a sentence. For example, “The ball was thrown by John” is in the passive voice. These sentences are longer, more difficult to read and give an overall weaker effect. You can create more impact by writing in active voice – placing the object after the verb. For example, “John threw the ball.”

How can I use action verbs in my resume?

Using action verbs in resume writing is as easy as any other form of writing, as long as you know what to include and what to look for. Here are two tests to determine if you are using passive voice in your resume writing:

Verb Test: Look for helping verbs, especially forms of the verb “to be.”

“By You” Test: Can you insert the phrase “by you” after the verb? Does the sentence still make grammatical sense? If yes, this signifies passive voice.

Scan the resume for these warning signs and replace passive resume writing with more active verbs and sentences. Here are a few examples of passive resume sentences:

A 20 percent revenue growth was realized in our department over two years.

A promotion to supervisor was awarded to me after only one year of service.

Responsibility was recognized as one of my strengths.

Here are the same examples rewritten using active voice:

My team realized 20 percent revenue growth over two years.

After only one year, I earned a promotion to supervisor.

Recognized for responsibility and proactive decisions.

The only time passive voice is appropriate is when you want to draw more attention to results instead of yourself. This is very rare, and you should focus on your achievements rather than your company’s results.

Related: How to Maximize Resume Action Words and Wow an Employer

Which action verbs are most effective?

Not only do you need to use action verbs in your resume, but you also must select those that fit your industry and create an impact. Here are a few general, strong action verbs to include in your resume:

Related: The Best Words to Use in a Resume

Make your resume shine with achievements

Another action-word strategy is to use “achieving” language rather than “doing” language. How do you determine if the sentence is doing or achieving? Ask yourself these three simple questions:

Can anyone perform this function?

Is this the standard, run-of-the-mill description?

Did any results come from this action?

If your answers are yes, yes, and no, you are listing descriptions that only show what you can do. What you want instead is to show what you have achieved.

Here are a few examples of “doing” sentences, and how to convert them into “achieving” sentences:

Doing: Responsible for inventory control and ordering products.

Achieving: Optimize inventory by monitoring for product shortages and ensuring efficient service usage.

Doing: Help company sell more products and gain revenue.

Achieving: Increase profit margins by creating effective sales plans and implementing strategies to solidify client retention.


Using action verbs and active voice makes all the difference in your resume, so it’s worth the extra effort. Show the employer what you can bring to the table by listing past achievements and notable contributions, and you’ll increase your chance of getting an interview. Just keep these questions in mind and your resume-writing experience will go smoother:

Does the sentence leave the option for results, or is it just a description?

Have I been writing in active or passive voice?

Is this an exceptional description, or can anyone do this?

Are you using action verbs in your resume? Request a free resume critique today to check and see!

Recommended Reading: Related Articles:

Text Effects In Word 2010 And Word 2013

Make eye-popping headlines in Word

Word 2010 and Word 2013 have a greater range of text effects than earlier versions of Word. There’s an array of color, outline, shadow, reflection and glow options. Enough to satisfy most people and also enough for most people to make horrible design choices.

Text effects start with a gallery of pre-set choice. In Word 2010 the gallery looks like this:

For Word 2013, the gallery was changed to less garish and probably more useful options.

Fast Text Effects

There are so many text effect options that it’s easy to get overwhelmed. Those of us with little design sense (like your humble correspondent) can make something that looks really garish and horrible.

The trick is to keep the effects simple and not use too many effects at once.

That’s where the gallery options are useful. Not only do they give you some presets to work from but they’ve been created by experts.

You can use the presets unchanged but they are better used as a starting point for your own variations.

Text Effects has multiple gallery presets. There’s the main one in the ribbon pull-down list. Hover over one of the options to see a tooltip with details of the settings:

Some of the effect options have their own preset galleries. Glow, Shadow and Reflection.

Under Outline, there are presets for Weight and Dashes.

To get a good and quick effect, type in the text you want formatted and make it the approximate size you want it to be, select the text then go to the Text Effects gallery. Choose the effect that’s closest to what you want. In this example, the shadow/mirror effect looks good, leaving the rest of the text quite plain.

Next try adding an outline. The thicker outlines look quite bad but the thinnest outline adds a bit of definition to the letters.

Finally change the color from the Font Color pull-down list.

Keep it simple

You can be very creative and experiment with host of permutations and combinations using all the text effects. In general you’re better off using only a few subtle effects.

For a single line of text you can choose different effects for each word in the sentence or even choose different effects for each letter in the word.

Though why you’d want to create such horribly messed up text is another matter beyond the control of MS Office .

All the options

In Word 2010 you can see all the text effect options like this:

In Word 2013 there’s a redesign of the dialog into two parts. The text fill and outline:

With the rest of the options on a second pane.

The Word 2013 dialogs have a lot of options that often scroll down below the usual dialog box size. If you’re looking for the more obscure tweaks, remember to scroll down the dialog box.

For a detailed look at all the Text Effect options go to More Text Effects in Word 2010 which also applies to Word 2013.

There are some extra text formatting choices in earlier versions of Word see Text Effects in Word 2003 and Word 2007.


Happily, Text Effects can be saved and applied as a style.

Text Effect settings can be complex, so having them ‘wrapped up’ in a style is very useful for management as consistency.

Some Live Preview

What would be extremely useful with text effects is some type of preview so you can see how any changes look as you make them. You’d expect to have a preview since Microsoft has made so much noise about Live Preview in Office. Despite all that, Microsoft has have NOT implemented it for consistently for Text Effects.

But, if you access the same settings as a pane on the right of the document, then there is Live Preview. Go figure. For example, go to Shadow Options from the Text Effects menu

Then the shadow options appear as a pane rather than dialog box. With the pane option, you get Live Preview.

The presets on the menu also use Live Preview.


You’d think these same text effects would be useful in PowerPoint but they are noticeably missing.

Text in Word with text effect formatting can be pasted to Powerpoint but the effects aren’t copied across.

The only way to get Word text effects into PowerPoint is to make the text in Word, take a screen-shot of the formatted text and paste an image of the formatted text into PowerPoint. A nasty workaround.

Word Macro Examples & Vba Tutorial

This page contains:

Word VBA Tutorial PDF (Free Download)

Word VBA “Cheat Sheet” containing a list of the most commonly used Word VBA code snippets

Full Word VBA / Macro tutorial.

Searchable list of all of our Word VBA Macro Tutorials

You might also be interested in our Interactive VBA Tutorial for Excel. While some of the examples / exercises are specific to Excel VBA, much of the content is generic to all VBA and you may find it useful to learn concepts like If Statements, Loops, MessageBoxes, and more.

Download our free Microsoft Word VBA Tutorial! Or VBA Tutorials for other Office Programs!

Below you will find simple VBA code examples for working with Microsoft Word.

Select / Go To Word VBA Macro Tutorial

This is a tutorial for using VBA with Microsoft Word. This tutorial will teach you how to write a simple Macro and interact with Documents, Ranges, Selections, and Paragraphs.

Note: If you’re brand new to Macros / VBA you might also find this article useful: How to write VBA Macros from Scratch.

VBA is the programming language used to automate Microsoft Office programs including Word, Excel, Outlook, PowerPoint, and Access.

Macros are blocks of VBA code that perform specific tasks.

This is a simple example of a Word VBA Macro. It performs the following tasks:

Opens a Word Document

Writes to Document

Closes and Saves the Word Document.

Word Macro Basics

All VBA code must be stored within procedures like this. To create a procedure in VBA type “Sub WordMacroExample” (Where “WordMacroExample” is your desired Macro name) and press ENTER. VBA will automatically add the parenthesis and End Sub.

When interacting with Microsoft Word in VBA, you will frequently reference Word “Objects”. The most common objects are:

Application Object – Microsoft Word itself

Document Object – A Word document

Range Object – A part of a Word document

Selection Object – A selected range or cursor location.

Application is the “top-level” object. All other objects in Word can be reached through it.

In addition to accessing other Word objects, there are “application-level” settings that can be applied:

This is an example of accessing the “Selection” of “Windows(1)” with in the Application:

However, the most common Word objects can be accessed directly, without typing the full hierarchy. So instead, you can (and should) just type:


Often, you will have two or more documents opened in Word and you will need specify which specific Word Document to interact with. One way to specify which document is to use ActiveDocument. For example:

…would print the ActiveDocument. The ActiveDocument is the document in Word which “has focus”

To switch the ActiveDocument, use the Activate command:


Instead of using ActiveDocument to reference the active document, you can use ThisDocument to reference the document where the macro is stored. ThisDocument will never change.

Document Variables

However, for more complicated macros, it can be hard to keep track of the Active Document. It can also be frustrating to switch back and forth between documents.

Instead, you can use Document variables.

This macro will assign the ActiveDocument to a variable and then print the document using the variable:

Document Methods

To Open a Word Document:

We recommend always assigning a Document to a variable upon opening it:

To create a new Word Document:

We can instruct Word to create a new doc based on some template:

As always, it is useful and huge problem saver to assign document to variable upon creating or opening:

To save a document:

or SaveAs:

To close a Document and save changes:

or without saving changes:

This will print the active Document:

Range, Selection, Paragraphs

and are probably the most important objects in Word VBA, certainly the most used.

Range refers to some portion of document, usually, but not necessarily, text.

Selection refers to selected text (or other object like pictures) or, if nothing is selected, an insertion point.

Paragraphs represent paragraphs in document. Its less important than it sounds, because you can’t directly access paragraph text (you need to access particular paragraph range to make modifications).

Range can be any part of document, including entire document:

or it can be small as one character.

Another example, this range would refer to first word in document:

Usually, you would want to get range which refers to specific part of document and then modify it.

In the following example we will make the first word of second paragraph bold:

Set Range Text

To set the text value of a Range:

(Tip: Note the space after “Hello”. Because word object includes space after word, with just “hello” we would get “Hellonext word”)

There are hundreds of things which you can do with ranges. Just a few examples (these assume you are already made object variable oRange referring to range of interest):

Change font Display in message box number of characters in particular range Insert some text before it Add a footnote to range Copy it to clipboard

After above code, oRange would refer to text starting with fifth and ending with 50th character in document.

Selection is even more widely used than Range, because it is easier to work with Selections than Ranges, IF your macro ONLY interacts with the ActiveDocument.

First select the desired part of your document. For example select the second paragraph in active document:

Then you can use the Selection Object to type some text:

We can type some paragraphs bellow “Some text”:

Often, it’s necessary to know if some text is selected or we have just a insertion point:

When working with Selection object we want to place insertion point to particular place, and issue commands starting from this point.

Beginning of document: Beginning of current line:

The Extend parameter wdMove moves the insertion point. Instead, you could use wdExtend which will select all text between the current insertion point.

Move Selection

The most useful method for changing position of insertion point is Move. To move Selection two characters forward:

to move it backwards, use negative number for Count parameter:

Unit parameter can be wdCharacter, wdWord, wdLine, or more (use Word VBA help to see others).

To move words instead:

Selection is easier to work with (compared to ranges) because it is like a robot using Word, mimicking human user. Where Insertion point is – some action would take place. But, this means that you must take care where insertion point is! This is not easy after many steps in code. Otherwise, Word would change text in not desired place.

In the case you need some property or method not available in Selection object you can always easily obtain range associated with selection:

TIP: Using Selection is often easier than using ranges, but also it’s way slower (important when you deal with big documents)


You can’t directly use Paragraphs object to change text:

Above wouldn’t work (actually it will throw an error). You need to first obtain range associated with particular paragraph:

But you can directly change its style:

or change its paragraph level formatting:

or maybe you want to keep this paragraph on the same line with next paragraph:

Make paragraph centered:

It is VERY useful to assign a particular paragraph to object variable. If we assign particular paragraph to variable we don’t have to worry if the first paragraph becomes the second because we inserted one paragraph before it:

Here is an example where we insert a paragraph above the first paragraph, but we can still reference the old first paragraph because it was assigned to a variable:

Paragraph object is very frequently used in loops:

Word VBA Tutorial Conclusion

This tutorial covered the basics of Word VBA. If you’re new to VBA, you should also review our general VBA Tutorial to learn more about Variables, Loops, MessageBoxes, Settings, Conditional Logic and much more.

Word Macro Examples PowerPoint VBA FAQs What is a Word Macro?

A Macro is a general term that refers to a set of programming instructions that automates tasks. Word Macros automate tasks in Word using the VBA programming language.

Does word have VBA? How do I use VBA in Word?

Parse Word Document Using Apache Poi Example

In this article we will be discussing about ways and techniques to read word documents in Java using Apache POI library. The word document may contain images, tables or plain text. Apart from this a standard word file has header and footers too. Here in the following examples we will be parsing a word document by reading its different paragraph, runs, images, tables along with headers and footers. We will also take a look into identifying different styles associated with the paragraphs such as font-size, font-family, font-color etc.

Maven Dependencies

Following is the poi maven depedency required to read word documents. For latest artifacts visit here

chúng tôi

&ltdependencies&gt &ltdependency&gt &ltgroupId&gt


&lt/groupId&gt &ltartifactId&gt


&lt/artifactId&gt &ltversion&gt


&lt/version&gt &lt/dependency&gt &lt/dependencies&gt Reading Complete Text from Word Document

The class XWPFDocument has many methods defined to read and extract .docx file contents. getText() can be used to read all the texts in a .docx word document. Following is an example.


public class

TextReader {

public static void

main(String[] args) {


{ FileInputStream fis =




); XWPFDocument xdoc =


XWPFDocument(OPCPackage.open(fis)); XWPFWordExtractor extractor =


XWPFWordExtractor(xdoc); System.


.println(extractor.getText()); }


(Exception ex) { ex.printStackTrace(); } } } Reading Headers and Foooters of Word Document


public class

HeaderFooterReader {

public static void

main(String[] args) {


{ FileInputStream fis =




); XWPFDocument xdoc =


XWPFDocument(OPCPackage.open(fis)); XWPFHeaderFooterPolicy policy =


XWPFHeaderFooterPolicy(xdoc); XWPFHeader header = policy.getDefaultHeader();


(header !=


) { System.


.println(header.getText()); } XWPFFooter footer = policy.getDefaultFooter();


(footer !=


) { System.


.println(footer.getText()); } }


(Exception ex) { ex.printStackTrace(); } } }


This is Header

This is footer

Read Each Paragraph of a Word Document

Among the many methods defined in XWPFDocument class, we can use getParagraphs() to read a .docx word document paragraph chúng tôi method returns a list of all the paragraphs(XWPFParagraph) of a word document. Again the XWPFParagraph has many utils method defined to extract information related to any paragraph such as text alignment, style associated with the paragrpahs.

To have more control over the text reading of a word document,each paragraph is again divided into multiple runs. Run defines a region of text with a common set of properties.Following is an example to read paragraphs from a .docx word document.


public class

ParagraphReader {

public static void

main(String[] args) {


{ FileInputStream fis =




); XWPFDocument xdoc =


XWPFDocument(OPCPackage.open(fis)); List paragraphList = xdoc.getParagraphs();


(XWPFParagraph paragraph : paragraphList) { System.


.println(paragraph.getText()); System.


.println(paragraph.getAlignment()); System.


.print(paragraph.getRuns().size()); System.



// Returns numbering format for this paragraph, eg bullet or lowerLetter.



.println(paragraph.getNumFmt()); System.


.println(paragraph.getAlignment()); System.


.println(paragraph.isWordWrapped()); System.




); } }


(Exception ex) { ex.printStackTrace(); } } } Reading Tables from Word Document

Following is an example to read tables present in a word document. It will print all the text rows wise.


public class

TableReader {

public static void

main(String[] args) {


{ FileInputStream fis =




); XWPFDocument xdoc =


XWPFDocument(OPCPackage.open(fis)); Iterator bodyElementIterator = xdoc.getBodyElementsIterator();


(bodyElementIterator.hasNext()) { IBodyElement element = bodyElementIterator.next();




.equalsIgnoreCase(element.getElementType().name())) { List tableList = element.getBody().getTables();


(XWPFTable table : tableList) { System.



"Total Number of Rows of Table:"

+ table.getNumberOfRows());




i = 0; i for (


j = 0; j out.println(table.getRow(i).getCell(j).getText()); } } } } } }


(Exception ex) { ex.printStackTrace(); } } } Reading Styles from Word Document

Styles are associated with runs of a paragraph. There are many methods available in the XWPFRun class to identify the styles associated with the text.There are methods to identify boldness, highlighted words, capitalized words etc.


public class

StyleReader {

public static void

main(String[] args) {


{ FileInputStream fis =




); XWPFDocument xdoc =


XWPFDocument(OPCPackage.open(fis)); List paragraphList = xdoc.getParagraphs();


(XWPFParagraph paragraph : paragraphList) {


(XWPFRun rn : paragraph.getRuns()) { System.


.println(rn.isBold()); System.


.println(rn.isHighlighted()); System.


.println(rn.isCapitalized()); System.


.println(rn.getFontSize()); } System.




); } }


(Exception ex) { ex.printStackTrace(); } } } Reading Image from Word Document

Following is an example to read image files from a word document.

public class

ImageReader {

public static void

main(String[] args) {


{ FileInputStream fis =




); XWPFDocument xdoc =


XWPFDocument(OPCPackage.open(fis)); List pic = xdoc.getAllPictures();


(!pic.isEmpty()) { System.


.print(pic.get(0).getPictureType()); System.


.print(pic.get(0).getData()); } }


(Exception ex) { ex.printStackTrace(); } } } Conclusion Download source

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