Positive emotions are more likely to get shared than negative ones, except…Īnger and anxiety generate the most sharing, followed by awe.Public Restaurants with long lines do better, since people see the long line and assume it must be good. Think about how your product can be triggered by someone’s everyday environment, how can you remind them of it?Įven negative attention can be good if it keeps the product on top of mind. Playing french music gets people to buy french wine. Friday (day) “triggered” the Friday (song) memory. Remarkable behavior can get a first set of mentions, but the way you keep it going is with triggers.įriday was terrible and hilarious the first time we heard it, but every Friday we got reminded of that experience and people listened to it again. Please don’t tell bar in NYC, hidden in a hot dog restaurant, line out the door. Giving awards, too, gives people a way to brag about them and tell people about you in the process. Create game mechanics for them to compete on. People don’t just care how they’re doing, they care how they’re doing relative to others.

If you make something more remarkable, people are more likely to talk about it. People are more likely to share something if they think it’s a secret, since it shows they are “in the know.” How do you wrap it in a larger narrative. Stores: People don’t share information, they share stories. People like to help others, so showing how they can help others makes them more likely to share it.Ħ. Practical value: It has to appear useful. Making things more observable makes them more likely to be immitated.ĥ. Public: People need to see others using our product or engaging in the desired behavior. Emotion: People need to feel something to share somethingĤ. Triggers: Products need to be put back on the top of people’s minds (song Friday)ģ. Social currency: do people look good talking about it?Ģ.

No one would think of a blender as being conversation worthy, but they made it happen.ġ. Think of the blend-tec “will it blend” series. In person still dominates.Īnything can be word of mouth worthy. While 50%+ of communication happens online, only ~7% of word of mouth decisions happen online. It’s more powerful because it’s more persuasive since it comes from a trusted source, and it’s more powerful because it’s targeted at one specific person. Word of mouth drives 20-50% of all purchasing decisions.

John berger contagious