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The Nitty-Gritty of Viral Marketing

“For a business not to advertise is like winking at a girl in the dark. You know what you are doing but no one else does.” Stuart H. Britt, US advertising consultant

A key assumption of viral marketing is that when a message reaches a receptive person, he will be “infected”. As long as each infected person approaches more than one other person with the message, the number of infected peoples will grow quickly according to an exponential curve, until eventually most people that are receptive to this message have been reached and the campaign fades out.

But why are certain ideas, products or messages spreading like a virus while others do not?
According to Wharton chanh Marketing Professor Jonah Berger in his new book “CONTAGIOUS: Why things catch on”, viral marketing is not about luck, who is telling a story or the social media being used.

Rather the reasons for messages or ideas wholesale jerseys to spread quickly (or not) are based on their FORM and CONTENT. In fact, Berger has identified SIX principles (acronym: STEPPS) causing people to talk about and share an idea from or product or cheap mlb jerseys message, making it viral:

1. SOCIAL CURRENCY: What we talk about determines how other people see us. So we share messages that make us seem smart or cool.
2. TRIGGERS: Easily memorable information that is cheap mlb jerseys top of mind and tip of tongue. When certain Ring circumstances or occasions are connected to a message, they remind us of it.
3. EASE FOR EMOTION: “When we care, we share”. Messages that evoke emotions cheap jerseys (preferably awe, excitement, pleasure, anger and fear) are more likely to be passed on.
4. PUBLIC: Internet We imitate products and initiatives that are visible to everybody.
5. PRACTICAL VALUE: We pass useful ideas because we like to help each other
6. STORIES: New Messages in the form of stories or narratives are more viral.

The more these 6 elements are present in your advertising message, the more viral the message or idea will be.

Suraj is Business Development Manager at He holds MBA from Regent Business School and has extensive knowledge in education and communications.

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