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1. Social Currency
Does talking about your product or idea make people look good? Can you find the inner remarkability? Leverage game mechanics? Make people feel like insiders?
Consider the context. What cues make people think about your product or idea? How can you grow the habitat and make it come to mind more often?
Focus on feelings. Does talking about your product or idea generate emotion? How can you kindle the fire?
Does your product or idea advertise itself? Can people see when others are using it? If not, how can you make the private public? Can you create behavioral residue that sticks around even after people use it?
Behavioral Residue: Yellow Livestrong bands
5. Practical Value
Does talking about your product or idea help people help others? How can you highlight incredible value, packaging your knowledge and expertise into useful information others will want to disseminate?
Is your product or idea embedded in a broader narrative that people want to share? Is the story not only viral, but also valuable?
The above is taken directly from Jonah Berger’s book Contagious: Why Things Catch On (p. 209).
NY Times book review of Contagious: Why Things Catch On by Jonah Berger
I missed #runchat last night.
I’m guessing that’s why I had a dream, in which the whole focus was:
convincing a one woman, 500 square foot, two table neighborhood coffee shop with hardwood floors, that also sells stationery, greeting cards and pastel paper crafts, offers ceramic painting classes for moms (children not allowed) and doubles as a quaint package shipping business center for her rural community, that starting a Twitter chat was the single most important marketing tool she could employ to grow her business.
It made sense in the dream. All her customers agreed.