If you’re in the advertising field, you might like the book Contagious: Why Things Catch On, written by Jonah Berger. This professor of marketing has spent hours researching communications that were catchy and became viral. He created six key elements to ponder when posting your brand online, to make it more shareable and talked about.
The following are Berger’s six principles for catchy ideas:
1. Principle: Social Exchange
People will talk about things that make them look cool. The advancement they received, the performance of their kids at school, etc. You need to plunge into your branding and think about your own marketability while imagining how to create messages that will make people feel like insiders. When individuals feel this way, they’ll appear in front of their friends, as they know, about interesting topics, thus increasing their social capital.
2. Principle: Triggers
It’s crucial to prompt people to converse about your product or service. When individuals chat together, they will converse about whatever comes to their mind, so if they are reminded about your product, they will talk about it. Berger describes that we need to develop products and ideas that will be regularly triggered in the environment, thus creating new triggers by connecting our products and ideas to predominant cues in the environment.
3. Principle: Emotion
When you feel something, you are prone to share it. As we say: “Caring leads to sharing”. In this matter, it is important to think on how you can craft your messages in a way that you make people feel something. Your product or service may have great functionality, but it’s also very good to focus on the emotion your message is conveying. Thinking about how to trigger the right emotional response is also essential since triggering the wrong one can lead to a negative outcome.
4. Principle: Visibility
Contemplate ways to make your product or idea more visible. The more your product becomes public, the more likely it is that individuals will want to copy it. This is a good marketing approach because if you’re continuously contemplating on how to make your product as public as possible, you will create efficiently a product that will market itself.
5. Principle: Concrete Value
How can your product look useful? Think about ways to create content that makes your product practical. Your content should illustrate how your product will save people money, time, better their health, etc. When is a product has concrete value, people will talk about it and pass it on to others. Berger clarifies on how important it is to emphasize on the concrete value of our offer. And that we need to package our knowledge and expertise so that other individuals can easily spread the word.