Example. I ordered some salted edamame in bulk from an online store called NutsOnline. The price was great, the service was fast - and they engaged you every step of the site. The whole process was filled with positive reviews, recommendations and just a nice personal touch. Their Facebook page is human and engaging. The writing style feels like a a neighbor hanging over a fence. They send Thank You notes and samples. This is exactly the positive social layer described in the first chapter book! And guess what? It worked!
I wrote a recommendation of my own, and when it came time to order some trail mix, guess where I went?
I'll be posting more thoughts on the book as I go along so stay tuned!