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Highly Recommended: Harnessing the Power of Word of Mouth and Social Media to Build Your Brand and Your Business by Paul M. Rand

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CHAPTER 9Plan

Articulating Your Shareable Story, Boosting Your Search Ranking, and Formalizing Your Paid, Earned, and Owned Recommendable Brand Strategy

I’ve got a topic that everyone should be talking about: home and small business safes.

As interesting as I find this subject, I’m willing to bet that it has been a long time, if ever, that you’ve had a conversation with one of your friends about which safe you should have at home.

Oftentimes, I’ll hear from brands that they are in a low involvement category and there’s no way a word of mouth campaign would work for them. More often than not, they’re wrong. And here’s a case in point.

A few years ago we received a call from a past client who had taken a new role at SentrySafe — an 80-year-old ...

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