Join Jonah Berger for an in-depth discussion in this video Showing your inner remarkability, part of Jonah Berger on Viral Marketing.
…Another way to generate social currency is to highlight the inner remarkability.…Now, what I mean by remarkability, and remarkability's…a great word, because it means worthy of remark.…Things that are remarkable might be surprising,…novel, or interesting, worthy of, of discussion.…We did an analysis, for example, of over 7,000 New…York Times articles to understand what made the most emailed list.…And not surprisingly we found that more surprising, more interesting articles,…were more likely to be viral, more likely to be passed on.…But some of you might think, well hold on.…What do I do if my stuff isn't very exciting, isn't very surprising?…Aren't certain things naturally more surprising, and others less so?…So, for example, you know, a hot new car might be…really exciting, or Apple's newest…technology good might be really interesting.…
But things like a dishwasher, or Tide detergent, or,…you know, household appliances like a blender might seem…less exciting, less remarkable.…Well, let me tell you how a blender…
- Summarize the advantages of word-of-mouth advertising.
- Identify the six STEPPS to getting people to share.
- Explain the effects of a trigger.
- Describe the function of social proof.
- Recall the most effective strategies for spreading a marketing message.
- Recognize two components in a story meant to help spread a business message.