Word of mouth isn’t just an online thing — it just takes a little extra smarts to turn a physical item into a sharable idea.

Here’s a great example: My friend Jeremy Epstein sent me a t-shirt as a thank you gift from his company Sprinklr.

The shirt was produced by CustomInk. CustomInk did three things to get me talking about them (and writing this post):

• An extra tag to tell me where the shirt was made
• A sticker to share
• A quick pitch on the tag and the shirt label: “wear with pride”

All this was was simple and inexpensive — it just required the extra moment to think about offline sharing. And now I’m sharing.