Word of mouth and referrals

Answer

We grow by word of mouth through things worth showing, a true finding, a clean brief page, a brand book and a shelf of gifts made from each partner's read, with no referral rewards; Fetch only ever signs off, small.

Today

Fact	Source
No referral programme, reward or invite a friend flow exists	git grep referr origin/main
The brief page is a signed read only link with no login, so whoever ships the work sees it	brew/handoff.js:7
Share with my team copies the brief with that link; nothing is sent	brew/SCOPE.md:20
Each brand's brand book is a public page plus brand.md, brand.json, llms.txt, a PDF and a kit zip, built 23 Oct	brew/server.js:937-947 memory brew-brand-book
Copy and open copies a drafted community reply and opens the exact thread; the brand posts it	memory brew-copy-and-open
Make our version reads a rival's ad and writes the brand's own; a rival's picture never goes in	brew/SCOPE.md:19
Viral videos: at least ten times the creator's usual views, with hook and beats	brew/SCOPE.md:19 memory brew-viral-remakes
Plan PDFs are drawn when someone taps download, and open only for the brand's team	memory brew-lean-pipeline brand-directions/book/content/h2.js h-11 plan-pdfs
Share this finding, one shareable card, is not built	brand-directions/book/content/h2.js h-11 the-read

Tomorrow

What people share without being asked

Loop	Who sees it	What they think	Version	Tag
The shared finding	The founder's friends and team	I want to know mine	v1	New
The brief page	Freelancers and agencies	I want my clients to brief me like this	v1	Changes, Fetch's 32 px sign off added
The brand book	AI tools and partners	A clear page about the brand	v1	Stays
How it went	Other founders	It works for stores like mine	v3	New

Fetch: A good find gets carried around the whole park.

The gift shelf, one gift a week

When	Gift	Status	Fetch hands it over
Days 1 to 4	Your store, read, with one finding first	Built; the shared finding is v1 New	Read it all. Look at this one first: 41 reviews mention the smell of rain, and your ads never do.
Week 1	Your brand book	Built	I fetched your whole brand and dropped it here. Yours to keep. I only kept the tennis ball.
Week 1	Your plan as PDFs	Built	Your plan, one PDF per step. Fetch them whenever you like. They do not run away.
Week 2	Rival ad teardowns	Built	Dug up the rival ads that have run longest. I chewed them apart so you can see the bones.
Week 3	Community finds with Copy and open	Built	Somebody asked about your kind of product. I wrote a reply. Tap Copy and open and it is your turn to bark.
Week 4	Viral video references	Built	Fetched a video doing ten times its usual. Here is the hook. Want to film your own?
Week 5	One page AI search report	Idea, not built	Walk through What AI search says until it exists
Week 6	Review highlights wall, brand sticker pack	Ideas, not built	Handed over at the keep going call, once built

A person hands every gift over by name and Fetch adds one line. No price, no discount, no paid make inside a gift. A gift that does not exist is never promised.

A Friday note with a gift, Fetch's line: Fetched three threads. Copy and open is all you need. Back Monday.

Communities, partners and agencies

Where	What we do	Who	Version	Tag
Founder WhatsApp groups and D2C communities	Answer questions, share one sample finding, offer a read only when asked	A founder	v1	New
Agencies	A drafted Monday list per client and a brief clients can read	A founder, by email	v1	New
Freelancers	They meet us on the brief page	The product, quietly	v1	Changes
Design partners	After week four, ask who else should get a read	A founder	v1	New

Fetch: I go where the other dogs are. I bring a ball, not a sales pitch.

Referrals

Item	Version	Tag
No referral rewards; the effort goes into the Monday habit and things worth showing	v1	New
A partner can pass a read on with a link, still under the cap	v1	New, proposed

Why no rewards: at Duolingo a referral reward lifted new users about 3 percent, while retention of current users mattered far more, as Jorge Mazal told Lenny's Newsletter on 28 February 2023 brand-directions/book/content/h.js h-9 share-loops.

PR

Item	Version	Tag
One press paragraph in plain words, a founder as the voice, Fetch as the picture only	v1	New
Story angles we can prove: small stores sit on their best copy, in their reviews; do AI answers name small brands; a marketing tool that does not post for you, on purpose	v1	New
Never in PR: customer counts, results, partner names without OK, or a claim that it posts or measures	v1 to v4	Stays

Fetch: I am in the photo. The founder does the interview. I fetch the coffee.

How we do it

Hand over one gift a week, in the Friday note or on a call, never two.
Say what it is, what it is made from, and how it changes when the read does.
Never share a partner's finding in a group without their written OK.
When someone in a community asks for a read and reads are full, say so and take the link.
Keep the brief page clean: Fetch's sign off at the bottom, no sales line, ever.

Numbers

Metric	Definition	Where measured	Status
Referred asks	Read asks that name a partner, a brief page or a shared finding	The asks list	Proposed
Brief page opens	Opens of brief links by people outside the brand's team	Brief page logs, once kept	Proposed
Shared findings	Taps on Share this finding	The product, once built	Proposed
Gifts opened	Gifts a partner opened within a week of the hand over	Partner notes	Proposed

Open

Does the brief page carry Fetch's sign off? Proposal: yes, 32 px at the bottom, and nothing else.
Can a brand switch its public brand book off? Proposal: yes, from Settings, with no need to ask us.
Do we ever reward referrals? Proposal: no rewards before launch; revisit once pricing exists, and never as a discount.
Which founder communities first? Proposal: three Param already belongs to.

Source file content/marketing-and-growth/word-of-mouth-and-referrals.dog.md · For agents: Markdown · JSON

Word of mouth and referrals, Fetch