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Telling a story without realizing.
I miss Trader Joe's. They don't have any locations in Canada, so I have to get my fix while at work in Los Angeles, or while in Boston. And Seth Godin's post about it reminded me:
I was talking with a colleague today about the magic of Trader's. Here's how they make billions:I'm one of those customers that tell stories. I tell people when service was good somewhere, and I tell them when I've had a problem somewhere else. I never really thought of it but invariably when I talk about Trader Joe's I have to tell a story about it to describe it to people who've never been there.[...]
2. These customers are big mouths. They sneeze. When they serve something from Trader's they brag about, they tell the story of the store. This drives down advertising costs.
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