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Positive word of mouth that gets shared consistently & successfully begins with a message that’s spreadable.  The topic of your message has to contain one or more elements of innovation, passion, power, prestige, trust, or mystique.   Having said that, however, it doesn’t mean that spreadable messages have to be complex or fancy to be effective.  So, once you find a topic that’s interesting and/or compelling enough to motivate your talkers … you’re well on your way to word of mouth marketing success.