The number I want you to remember today is 38.
38.
It’s the number of slots on an American roulette wheel (0, 00, and 1 through 36). It’s the atomic number of strontium. Colorado was the 38th state to be admitted to the Union. And it’s the current Guinness World Record for the most fish caught with one hand in one minute (set in 2005 by Mirko Dhem and Nils Graulich with salmon).
The number 38 is also significant for word-of-mouth. Over the last few weeks, you’ve heard me talk about word-of-mouth marketing and its importance for business growth. As I’ve said, word-of-mouth isn’t created equally, and it is not distributed evenly.
Word-of-mouth isn’t created equally, and it is not distributed evenly. #ChatterMatters
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Restaurants, in particular, are word-of-mouth hot zones. Here’s where the number 38 makes its entrance: I talked to hundreds of customers who’ve eaten at a Cheesecake Factory, and 38% of them have told someone else—without being asked—about the size of the menu. The menu is so enormous, it’s ginormous. It is 5,940 words long, which itself is a focal point and causes much discussion by customers. That way existing customers recruit more customers for the Cheese… Read More