A (Social Media) Marketing Question
February 9, 2026·0 comments·zg
I saw this statement online in a couple of different framings:
If you want to improve your product, listen to people who bought.
If you want to improve your marketing, listen to people who didn’t.
I don’t think it’s wrong, but I think it misses a way bigger idea about word of mouth that I had to write this out to figure out what I was thinking.
I’ll use my day job (at Sunpointe) doing financial planning as an example.
We are largely a referral driven business.
We do good work for good people and they tell other good friends of theirs who appreciate good work to call us and - it’s a good business.
So to improve our product and services, you can talk to people who bought and used it and they can describe the experience and how it made them feel.
THIS is actually marketing, though.
You want to hear how somebody else explains, when you’re not in the room, how a successful product or service - that you made - and how it made them feel.
Marketing includes listening to those buyers(!!!). We live this every time we get a referral. You can’t miss that part.
DISCLOSURES
This commentary is being provided to you as general information only and should not be taken as investment advice. The opinions expressed in these materials represent the personal views of the author(s). It is not investment research or a research recommendation, as it does not constitute substantive research or analysis. Any action that you take as a result of information contained in this document is ultimately your responsibility. Epsilon Theory will not accept liability for any loss or damage, including without limitation to any loss of profit, which may arise directly or indirectly from use of or reliance on such information. Consult your investment advisor before making any investment decisions. It must be noted, that no one can accurately predict the future of the market with certainty or guarantee future investment performance. Past performance is not a guarantee of future results.
Statements in this communication are forward-looking statements. The forward-looking statements and other views expressed herein are as of the date of this publication. Actual future results or occurrences may differ significantly from those anticipated in any forward-looking statements, and there is no guarantee that any predictions will come to pass. The views expressed herein are subject to change at any time, due to numerous market and other factors. Epsilon Theory disclaims any obligation to update publicly or revise any forward-looking statements or views expressed herein. This information is neither an offer to sell nor a solicitation of any offer to buy any securities. This commentary has been prepared without regard to the individual financial circumstances and objectives of persons who receive it. Epsilon Theory recommends that investors independently evaluate particular investments and strategies, and encourages investors to seek the advice of a financial advisor. The appropriateness of a particular investment or strategy will depend on an investor's individual circumstances and objectives.
