👋 Hey Cult Branding fam—it’s BJ Bueno again.
Today, I want to talk about something we all know is powerful… but rarely understand deeply: word-of-mouth.
Why do some brands get talked about constantly—while others get ignored?
That’s the question I set out to answer in my second book:
Why We Talk: The Truth Behind Word-of-Mouth.
If you’ve ever wondered how to get your customers to spread the word naturally, without begging or bribing—this one’s for you.
The Big Idea Behind Why We Talk
When I wrote Why We Talk, I wasn’t just thinking about marketing—I was thinking about human nature.
We’re wired to talk.
We’re wired to share stories.
And we’re wired to connect with people through the things we love.
The brands we talk about aren’t just “cool.” They’re emotionally meaningful. They help us say something about who we are. They give us stories to tell. They make us feel smart, special, inspired—or even part of something bigger.
That’s what fuels real word-of-mouth.
Not gimmicks. Not giveaways.
Just real emotional value.
What You’ll Learn in Why We Talk
This book takes you deep into the psychology of sharing—why people pass things along, what gets remembered, and how your brand can become something worth talking about.
You’ll learn:
âś… How to turn your customers into natural storytellers
✅ What brain science says about why we talk (hint: it’s not just logic)
✅ Why managing expectations is crucial—and how to exceed them
✅ How to create “surprise moments” that people can’t help but share
✅ Why you need to stop “pushing” your brand and start creating moments of wonder
✅ The three types of conversations that build reputation—and how to spark them
One of My Favorite Concepts: The Magic Trick 🎩
In the book, I talk about how a great brand experience is like a magic trick.
There’s a setup (what people expect),
Then there’s a surprise (what actually happens),
And in that moment—when the impossible feels possible—something unforgettable occurs.
That’s where word-of-mouth lives.
Want to be talked about?
Start creating magic.
Why This Book Still Hits Hard Today
In a world flooded with content, ads, and noise, Why We Talk reminds us of a simple truth:
People don’t share what’s boring.
They share what moves them.
What makes them feel? What makes them go, “You’ve gotta hear this…”
If you want your brand to grow organically, this book gives you the roadmap.
And if you want help creating experiences and moments that get people talking, let’s chat.
Word-of-mouth isn’t just a marketing tool—it’s a human connection strategy.
Talk soon,
– BJ