Ingredients for Driving Word of Mouth
I just finished reading Contagious, the New York Times Bestseller by Jonah Berger that acts as a guide for making content (messaging, products, ideas) go viral. It was such an interesting read; I blew through it in a day! Along the way, I thought about the opportunities accessories brands like yours and mine should regularly apply, of the six concepts Contagious outlines. Here’s how we can make the most of the lessons inside.
Consider the impression people give when they talk about your product or service. Most people prefer to look intelligent, savvy and sharp rather than the opposite. Just like the clothes we wear and the cars we drive, what we talk about influences how others see us; that’s social currency. Knowing about cool things – like the latest line of sleepwear that’ll help athletes recover faster, which debuted at CES 2017 – makes people feel like insiders. To get people talking, craft messages that help them achieve this desired impression.
The next step is to remind people to talk about our products and services. Triggers are stimuli that prompt people to think about related things. Peanut butter reminds us of jelly, and when we think of dogs, cats often follow. People talk about whatever comes to mind, so the more often people think about your product or idea, the more it will be talked about. Following that logic, our products and services should be designed around concepts that are frequently triggered by the environment, and create new triggers by linking our products to prevalent cues in that environment. This can best be summed up by my favorite quote in the book: “Top of mind leads to tip of tongue.”