You know that feeling you get when you discover some cool new restaurant? Or when you tell your friends about a shop they’ve never heard of? That feeling is a huge word of mouth motivator.

People love to look cool and adventurous in front of their friends. So they love being the first to tell them about that new discovery — and the more hidden the gem, the better.

That’s why business is good for places like C&T Restaurant in Lafayette, even without any signs or advertising. In fact, the authentic Chinese restaurant is tucked away in the back of a small grocery store next to a Buffalo Wild Wings. But for the people who venture to the back and try the food, it’s an experience they can’t help but tell someone about.

The important lesson here is that the owner doesn’t just rely on being hidden, instead, he’s pouring all of his resources into making an amazing product. “Hidden,” is just the word of mouth carrier that gets new people in the door. (Because if the food sucks, people wouldn’t be talking about how hard it is to find, they’d be talking about how much the food sucks — or worse, not talking at all.)

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