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.