The 4-Word Growth Strategy That No One Talks About

 

More Advocates, Less Ads

Most startups chase growth like this:

• Run ads, tweak targeting, repeat. 

• Try to go viral on social media. 

• Pray for a big press feature that changes everything.

And then they wonder why it’s so expensive, unsustainable, and ineffective.

Here’s the truth: the fastest-growing brands don’t rely on ads. They create brand advocates—customers who love their product so much they sell it for them. If your customers aren’t talking about you, you don’t have a growth problem. You have an advocacy problem.

Why Brand Advocates Are the Real Secret to Growth

Every startup wants customers. But smart startups want customers who bring more customers.

Here’s why:

• Trust beats advertising: People trust recommendations from friends, not ads. 92% of consumers say they trust word-of-mouth over any other form of marketing.

• Lower acquisition costs. When your users promote you, you spend less on paid ads. That’s how brands like Airbnb and Glossier scaled fast.

• Built-in virality. The more people rave about your product, the more new users you attract. And unlike viral stunts, advocacy-driven growth lasts.

It’s not just about selling to people. It’s about turning them into believers.

How to Create Brand Advocates Without Faking It

Brand advocacy isn’t something you can force. But you can create an experience that makes people want to shout your name.

Here’s how:

1. Give Them a Reason to Care:

If your brand disappeared tomorrow, would anyone miss it? Customers become advocates when they connect with your brand—because it solves a real problem, aligns with their values, or just makes them feel something.

Think about Apple and its cult-like following around creativity and design, Patagonia and its hardcore environmental stance, and Liquid Death turning canned water into a movement.

If your startup’s message is we have a great product, that’s not enough. Give people a mission to rally around.

2. Make Sharing Irresistible:

If you want customers to talk about you, make it easy and rewarding.

• Build shareability into your product: Dropbox gave free storage for referrals. Morning Brew made subscribers feel like insiders with referral perks.

• Turn customers into content creators: Glossier reposted real customer photos instead of polished ads, making users feel like part of the brand.

• Create moments worth sharing: Whether it’s packaging like Apple, unboxing experiences, or just killer customer service, small details make a difference.

If people love what you do, they’ll talk about it. If you give them a little nudge, they’ll talk even more.

3. Turn Customers Into Insiders

The easiest way to get people to advocate for your brand is to make them feel like part of it.

• Engage deeply: Instead of just replying to tweets, involve your audience in decisions. Brands like Notion crowdsource product updates directly from users.

• Celebrate your biggest fans: Recognize and reward your most loyal customers. A simple DM, shoutout, or exclusive perk turns a fan into a lifelong advocate.

• Make your brand feel exclusive: People love being early adopters. Whether it’s invite-only access or VIP communities, exclusivity breeds advocacy.

Advocacy isn’t just about word-of-mouth. It’s about making people feel invested in your success.

The Real Question is "Are Your Customers Talking About You?"

The best marketing isn’t an ad. It’s a conversation people are already having without you.

So ask yourself:

Are your customers excited enough to recommend you? Are you giving them a reason to care, share, and advocate? If not—why?

Startups that master brand advocacy win without spending millions on ads.

If you want to build a brand that grows itself, reach out to us.