It’s easy to find everyday products made for everyday people. Just take a look at everything Proctor and Gamble makes. Luvs® is a diaper made to fit every baby. It’s priced for everyone and marketed to everyone.
FuzziBunz is a diaper that is marketed to a select group of parents and namely moms. They are expensive and you won’t find them in Wal-Mart. After all, they are the “GOLD standard” in cloth diapers.
The Japanese would say the followers of FuzziBunz have the Otaku, which refers to an intense obsession. Do your customers have Otaku? What would it take for them to get it?
When you make everyday products that appeal to mass market you don’t make it very easy to talk about what you do. When’s the last time you heard someone going on about how well their Luvs work?
The trick here isn’t to try and get people to talk about your products and services but instead to create products and services worth talking about from the very beginning.