In this episode, Salt explains why word of mouth (WOM) drives sales more than ads or discounts.

At its core, communication is the sharing of information (status-boosting facts) and emotion (feelings that create connection).

People talk about a restaurant when it makes them look smart or feel understood.

Salt compares this with Jonah Berger’s STEPPS model and Katz & Lazarsfeld’s Two-Step Flow Theory—then shows how small business owners can apply it directly:

• Share insider info (butchery training, beer certifications, unique stories).

• Build light “insider” recognition (e.g., music fandoms, familiar cues).

• Create simple visual/photo triggers without over-designing.

• Use bonus tactics like QR menus or storytelling at the table.
  

Key takeaway: Food alone doesn’t create WOM.

Customers only share when it boosts their image or builds emotional bonds.

Ask yourself:

👉 “Does this info make customers look smarter when shared?” 👉 “Does this emotion resonate when retold?”

For more information, Visit Blog: Saltnfire.net