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It’s not what they’ll buy. It’s what they’ll say.

image I’ll come into your store to buy good products.

I’ll tell my friends about your store if you have interesting products. Even if they aren’t something I would ever consider buying.

Example: I may be the only guy who ever bought Trader Joe’s 10-lb candy bar.  But I told hundreds of people.

Your word of mouth topic is not about product features or marketing messages.  People don’t repeat that stuff.  It’s about giving people a reason to talk.

Lesson: Is there anything on your shelf that people will talk about?

P.S. No one would have talked if they called it "baking chocolate."  Call it a 10-lb "candy bar" and it’s hot.  That’s marketing.

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