Best-selling author Matt Bailey has long promoted the importance of activating your "loyalists" by giving them a succinct message to spread. ("Loyalists breed more loyalists," he has said.) If they are to become your social media promoters, then "a simpler message will make word of mouth easier." He once pointed to an example where the benefits messaging needed to change because it was too scientific; it needed more human interest. "Try to see your marketing through your customers' eyes."