--- id: "10.9" title: "Word of mouth and referrals, Fetch" dept: marketing-and-growth status: draft owner: Param branded: true direction: dog last_verified: 2026-10-26 sources: - "brew origin/main a559de6: handoff.js:7, 135; server.js:937-947; SCOPE.md:19, 20; git grep referr origin/main" - "brand-directions/book/content/h.js h-9 share-loops, community, pr" - "brand-directions/book/content/h2.js h-11 shelf, brand-book, plan-pdfs, the-read, rival-teardowns, community-finds, viral-references, when, how" - "brand-directions/docs2/data/dirs.json dog" - "memory: brew-brand-book, brew-copy-and-open, brew-viral-remakes, brew-lean-pipeline, sell-relief-not-discounts" --- # Word of mouth and referrals, Fetch ## 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 | [src: git grep referr origin/main] | | The brief page is a signed read only link with no login, so whoever ships the work sees it | [src: brew/handoff.js:7] | | Share with my team copies the brief with that link; nothing is sent | [src: 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 | [src: brew/server.js:937-947] [src: memory brew-brand-book] | | Copy and open copies a drafted community reply and opens the exact thread; the brand posts it | [src: 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 | [src: brew/SCOPE.md:19] | | Viral videos: at least ten times the creator's usual views, with hook and beats | [src: brew/SCOPE.md:19] [src: memory brew-viral-remakes] | | Plan PDFs are drawn when someone taps download, and open only for the brand's team | [src: memory brew-lean-pipeline] [src: brand-directions/book/content/h2.js h-11 plan-pdfs] | | Share this finding, one shareable card, is not built | [src: 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 [src: 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 1. Hand over one gift a week, in the Friday note or on a call, never two. 2. Say what it is, what it is made from, and how it changes when the read does. 3. Never share a partner's finding in a group without their written OK. 4. When someone in a community asks for a read and reads are full, say so and take the link. 5. 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 1. **Does the brief page carry Fetch's sign off?** Proposal: yes, 32 px at the bottom, and nothing else. 2. **Can a brand switch its public brand book off?** Proposal: yes, from Settings, with no need to ask us. 3. **Do we ever reward referrals?** Proposal: no rewards before launch; revisit once pricing exists, and never as a discount. 4. **Which founder communities first?** Proposal: three Param already belongs to.