Love is the most powerful force in marketing. Itrsquos what drives loyalty, excitement, and mdash ultimately mdash conversations. You have to work to earn it every day. Three people to focus on 1gt Employees 2gt Customers 3gt Competitors 1gt Employees You canrsquot have genuine, sustainable word of mouth if your employees donrsquot buy into it. If you havenrsquot earned their trust and respect, how can you expect them to earn it from customers Earn their love by empowering them, by soliciting and listening to their feedback, and by celebrating big when they do amazing things for your customers. 2gt Customers Obvious, perhaps, but few brands strive for this deep of a relationship with their customers. The best word of mouth marketers mdash the ones we all respect and admire mdash theyrsquore aiming for love. Most of your competitors are striving for ldquosatisfiedrdquo mdash you can aim bigger than that. 3gt Competitors You canrsquot solve every problem for every prospect mdash and neither can your competitors. Focus on those you can do fantastic work for and send the rest to someone you believe in. Both the customer and your peers will love you for it, and yoursquoll see the benefits when the referrals start coming your way.