Social Currency – Does sharing information about your product or idea help people look like knowledgeable insiders? Does it harness their motive for self-display?
Triggers – Your idea is more likely to be shared when you link it to a recurring prompt. For example, Pepero are South Korean chocolate-dipped cookie sticks. Each year, the arrival of November 11th (11/11) prompts friends and lovers to exchange them as a sign of affection. “Pepero Day” has become the South Korean equivalent of Valentine’s Day.
Emotion – Emotional arousal (negative and positive) drives sharing. Look no further than the fear and anger fueling the spread of fake news.
Public – Design your product or service to advertise itself.
Practical Value – Genuinely useful information is more likely to be shared. That’s why I’m sharing Berger’s ideas with you.
Stories – Create an appealing narrative in which your brand or product benefit is part of the story. See “Will it Blend?” below.
Just for Fun
Will it Blend?
Produced on a shoestring budget, each video in this series offers a suspenseful mini-story: will a Blendtec blender have the power to purée an electronic device? This entry, featuring an iPhone 6 and Galaxy Note 3, has garnered nearly 5.7 million views. That’s a lot of free viral advertising for Blendtec!
Lively Writing, on Time and on Target
When your message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.