You are what you do, not what you say.
We live in a society that is in transition from oral to written. There are oral stories that are still there, not exactly in their full magnificence, but still strong in their differentness from written stories. Each mode has its ways and methods and rules. They can reinforce each other; this is the advantage my generation has - we can bring to the written story something of that energy of the story told by word of mouth.
If you're not doing something that people will remark on, then it's going to be hard to generate word of mouth.
Word of mouth is very powerful.
Word of mouth works now, much more than ever. @-reply every single person.
Marketing only really works with word of mouth.