This afternoon I was doing my usual shopping at King Soopers when I heard a man’s voice rising above the muzak.

“… corn and black bean salsa, it’s the store’s own brand, but I swear to God it’s to die for.”

I got really curious about who would sing the virtues of store brand salsa but not so curious that I wandered in search of the them.

That was OK but Mr. I Love Corn and Black Bean Salsa (OMG the Store Brand!) found me in the salty snacks aisle.

I was wearing a large vintage shirt (because I was having a ‘fat’ day and this was the only shirt that felt comfortable) and I heard, “Ooh, awesome shirt!” And there he was, Mr. I Love Corn and Black Bean Salsa himself walking towards me, himself, wearing a Hawiian shirt and cut offs.

Since we were right be a display of tortilla chips he told me that I should buy Mission brand chips. They were the only good ones. The rest tasted like crap.

And then I got the story behind the Corn and Black Bean salsa: he was having a party and had to buy chips and salsa even though, he himself, didn’t like chips and salsa. And he ended up buying two large jars of the Corn and Black Bean salsa because they were on sale even though he wasn’t sure what he was going to do with two large jars since he didn’t eat the stuff.

But then he tried the salsa and OMG it was wonderful! Now he can easily scarf a bag of Mission corn chips and Corn & Black Bean Salsa by himself.

I said kind of jokingly, “Wow, the store should pay you for such great word of mouth.”

To which my new best friend said, “Oh, no I just like spreading the love.”

I came within an inch of giving the guy my business card and saying “Dude, we’ve gotta talk, my marketing is all about word of mouth and I love your attitude…”

But I didn’t.

Maybe it was the introvert in me and I have a natural suspicion of people who are everybody’s best friend.

This guy was sooo nice and friendly. But he also didn’t seem to clue in that maybe not everyone wanted to hear a ten minute rendition of why he now swoons over store brand salsa. Some people adore the big dog who stands up, puts his paws on your shoulders and gives you big, happy kisses. Some people freak out and flee the scene.

Here’s the Point:

Be careful who you appointment your positive Word of Mouth spokesperson. Yes you want people who loudly and enthusisastically sing your praises but you also want to make sure they accurately represent your brand and business style.

One man’s big, awesome, lovin puppy is another person’s freak out.

Make sure you know what your customers want.