All messages spread horizontal, from person to person no matter if it’s a church sermon or a physical product. And getting your message to the right person to spread it to the next requires making something remarkable. (That means making something worth remarking about.)
You do that by doing something unique or different than the guy next door, by being yourself. It’s the way you insure that people are inclined to share your product or service with the next person that might care.
I’ve said it a million times, knowing your audience is key. It’s the way into a market and into a person’s psyche so you can get your message to spread, not through pushing, but through that person simply wanting to do so.
Research your audience. Know your audience. Speak like and with your audience and you’ll find that your message will organically spread to the people that need to hear it.