Word of mouth (WOM) isn’t generosity—it’s survival strategy. People share information or emotion mainly to make themselves look smart, useful, or connected.

🔑 Key Insights:

• Trust beats ads: People no longer trust media or influencers. WOM from a peer converts higher at lower cost.

• Information flows one way: From those who know → to those who don’t. Attract early adopters who “get it” and can explain it.

• Only desirable info spreads: Customers share what makes them look good, not what you want to say.

• Cognitive fluency: Short, simple, easy-to-pronounce names spread faster. (“Haxen” > “Schweinshaxe”)

• Aura anchors: Unique, rare, or symbolic details give people a story worth telling.

• Two modes of “look good”:

• Exploitation (Expert mode) → deep knowledge boosts authority.

• Exploration (Trend mode) → new trends boost cool factor.

⚡ Case Studies:

• Ozark’s Blue Cat Bar – Business lifted by adding a regional aura anchor (Lake Ozark) without changing the beer or menu.

• Marine BBQ – Great brisket wasn’t enough; branding the owner’s Marine identity created talk value and redefined the shop.

  
  

✅ WOM Audit Checklist:

• Is there something truly different or better?

• Is it based on what customers want to share?

• Does it have aura anchors?

• Am I avoiding complaints (good enough > over-friendly)?

• Does this info help customers boost their image?
  

👉 Bottom line: Delicious food alone won’t spread. Customers need a one-liner that makes them look good when they tell others. For more info: Visit Saltnfire.net