Andy Sernovitz from the Blog Council understands word of mouth better than almost anyone in business today.
He recently sent a gift to say thanks for participating in BlogWell. He knows that if you send someone a pound of candy, they’re likely to appreciate it. If you send two pounds, they’ll tell their office mates and share the candy.
But if you send a three-pound bag of M&M’s they’ll do a blog post with a photo.
Or at least I will.