This weapon is far more trusted and influential than banners or billboards, search-engine marketing or sales promotions, rebates or retargeting. In fact, it’s 10 times more effective than any weapon in your marketing arsenal.

This weapon is your enthusiastic customers—your Brand Advocates. These customers are ready to sell your products, give you referral leads, tell your brand story, and defend you from Detractors. They’ll create content more compelling and credible than your most skilled wordsmith. And they’ll share this content and more with their social networks, serving as a highly efficient distribution channel. (Some of your Advocates are doing all these things right now.)

Your Advocates will evangelize you without payments or points, coupons or cash. You can’t buy authentic Advocates. Their advocacy is not for sale.