Why do some ideas go viral while others disappear overnight?
If you want to learn how to make your brand spread like wildfire, delve into Jonah Berger’s book Contagious: Why Things Catch On.
Berger uncovers the six principles or STEPPS needed to increase your chances of going viral:
- Social Currency: We share things that make us look good.
- Triggers: Top of mind, tip of tongue
- Emotion: When we care, we share
- Public: Built to show, built to grow
- Practical Value: News you can use
- Stories: Information travels under the guise of idle chatter
To increase your odds of building a contagious brand, ask these key questions and incorporate more of these basic principles or STEPPS today:
- Does talking about your brand or idea make people look good?
- Are you making people feel like insiders?
- What cues make people think about your brand or idea?
- How can you grow the habit and make it come to mind more often?
- Does talking about your brand or idea create emotion?
- How can you kindle the emotional fire?
- Does your brand or idea advertise itself?
- How can you create a more public view of your product?
- Does talking about your brand or idea help people help others?
- How can you highlight the value so others want to share the useful information?
- How can you embed your brand or idea in a narrative that people want to share?
- How can you make your story both viral and valuable?
Remember: Regular people with regular products and ideas have successfully created viral brands.
Although Berger highlights success stories of Barclay Prime, Crest, Will It Blend?, andRue La La, he teaches you that word of mouth and social influence are not dependent on a large budget.
If you want to learn to set the world on fire with your product or service, read the book Contagious: Why Things Catch On.
What books have you read lately that have helped you in your marketing? Comment below and share!