Triggers are stimuli that make people think about a related product or idea: peanut butter and jelly, salt and pepper, cats and dogs. People tend to talk about what comes to mind, so if you can create natural triggers that lead people to think about your product, more people will talk about it. When we care, we share. Contagious content evokes people to feel a strong emotion: awe, anger, excitement, amusement, sadness.
When promoting a product, you need to evoke the right emotions for your purposes. On the other end of the emotion spectrum, a cute video of a cat chasing a laser pointer drives people to feel amused and share with their friends. Can people using your product be seen doing so, and do they want to be seen?
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Basically, this question triggers the rationale behind most pricing strategies. Final note: This is a fantastic book to read to reinforce your marketing instincts, whether you are a junior or a senior marketer. We used to think that virality was just random and unpredictable.
Explore Girls in Marketing for more marketing book reviews! But the most effective and prosperous ideas have been empowered and supported by one or more of the 6 STEPPS in some way. Leveraging good stories that are useful, engaging, and that drive value will help you and your product, idea, cause increase social influence and word-of-mouth transmission and propel it to be the next big thing.
Think about ways to make your product or idea stand out by breaking from tradition and what people expect from an experience; i. Ru La La is a member-only originally invite only, now they allow for anyone to sign up online flash sale clothing website providing daily deals on high fashion at discounted prices to those who are on their distribution list aka the insiders.
Berger explains that certain emotions evoke action while causing others to stifle: Awe, excitement, humor evoke as much arousal as anger and anxiety, while contentment and sadness leave people to do nothing at all. Two key components to making something public: Self-advertising, or product or idea that transmits social proof or passive approval because usage is observed i. Behavioral residue, or remnants that a product, idea or story leave behind after use or purchase.
Or, reusable bags from Lululemon, event participation t-shirts, and Livestrong yellow wrist-bands provide the public a glimpse of what the individual believes or likes. Thank you, Dr. Berger, for this elucidating and very useful book.
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