Make something newsworthy

Every small business wants their customers to recommend them to people they know. But the thing is, people don’t go out of their way to tell their friends about the pretty good service or the decent food, but they might start talking if you do something they’ve never seen before. Here’s an example. In a café we were working with, we decided to go all in for their hot chocolates and mochas rather than using the typical chocolate powders or syrups, we bought a small soupier and melted down, fancy couverture chocolate as the base ingredient. For advertising we simply wrote melted hot chocolate in chalk on a frame sign and let a word of mouth do the rest. By the time next winter rolled around, the product had been featured in local newspapers and websites, it was all over customers social media, and we were selling thousands of pounds a week of a product that most café take for granted. Now, of course, to be newsworthy, you cant just copy a product everyone else is selling. So my tip is this: choose a product that you already sell and dream up a way to make it over the top awesome. If its truly exceptional, people will talk.

It is important to get the list of the newspapers and websites and food critics and bring them in to see the new amazing product.