Let's be honest
If you're a business of any kind and you have done your job correctly, right now there are people talking about you somewhere in the world.
Wherever your customers are connecting, be it online or offline, they're not getting together to talk about your snazzy new marketing brochures or hilarious tv commercial... They are discussing how you made them feel last time they interacted with you.
They are talking about EXPERIENCING your brand.
It might be a store, it might be a website or it may just be the guy mowing your lawns but your customers just want to tell their friends what it was like to buy from you. And their friends just want to know whether they should be joining the queue or dodging the bullet.
Give them an experience worthy of a story and they will tell it over and over.
Now help them make that story shareable and never look back.