Real as in authentic reactions of delight, happiness, and joy.  See this video that speaks not only to creating with your customer but to the difference between improv and a stage play (hat tip to Simon Young for that wonderful analogy):

Stories like these can easily go viral, as the 2M+ replays of this video can attest to.

The lesson for wisdom entrepreneurs? Attracting others doesn't have to be rooted in a serious and weighty appeal. Try the element of surprise, a bit of humor, and goodness that transcends the everyday tit for tat.