Did you know that Sriracha sauce has never been advertised?

It’s hard to believe that the sauce that we all refer to as that “really hot stuff with the rooster on it” is now a staple in nearly every restaurant that serves some kind of hot dish. So then how in the world can a product that’s raking in millions each year find its way into our common knowledge when there hasn’t been any advertising?

Word-of-mouth, of course.

Sriracha sauce is a prime example of what we’d call “non-promotion”; it’s where the product does the speaking and people love it so dearly that they become the marketers.

How would you go about doing this for your business?

Uniqueness from the very beginning

Apple has long been known to be labeled as the product manufacturer that goes against traditional thoughts of design and implementation which is why their consumers are extremely loyal to the brand. They work off the principle of simplicity to stand out from the crowd.

You can incorporate these same principles by developing a unique brand from the very beginning. Make an effort that every decision put into practice has an element of branding whether it’s something as simple as the color association or the design of the box when it ships.

This approach to subtle branding will build the brand association which may not even be on a conscious level with your consumers; they just automatically associate certain elements of the market with what you have to offer.

Read: The process of discovering your unique selling point.

Integrate the element of sharing

A board game, like Monopoly, is worthless if you’re the only player.

Your product, website, and services should have some inherent way for the user to share with very little resistance and it needs to have signals to encourage these individuals to share with friends and family.

For example, you could easily add sharing options to the side or bottom of your blog posts, within an eBook through clickable links, or utilize content lockers which place a small wall before the individual receives your valuable item.

Of course, the product/service should offer some kind of social layer (like the board game example) where the most value will come about when an individual shares the information and gain to others; it should encourage participation throughout the entire item if they want the greatest benefit of its usage.

Reviews, networking, and touting

Direct advertising and marketing can be too forward for many individuals which may feel it puts them outside of their comfort zone. The easier, non-promotional alternative to this is by creating a small network of individuals that help one another through reviews and association.

In this process you are comfortable with sharing your opinion about other people’s products which feels less promotional and on the level of marketing – instead if feels like you’re doing news coverage. So, with this circle, you can have each other promote products without feeling too sleazy.

This can go on a higher layer when everyone works together to build a small ‘tribe’ or ‘mastermind group’ as it will create a small ecosystem in which all individuals within the group essentially share the same community.

Read: The Value of Forming a Mastermind Group.


Marketers will always feel they need to constantly promote products and services in order for it to be a success but that’s not always the case. If you have a great product and a great community of consumers than your product will naturally find its way within the market. The community voice will have a greater amplification than anything you could ever do.