Recently, 7000 New York Times articles were analyzed to determine what common elements were found in those that went viral. The results can be a great instructional guide for sales and marketing professionals that are striving to have their message heard above the cacophony of Internet noise.
Jonah Berger, Associate Professor at the University of Pennsylvania’s Wharton School developed a model based on this research project. He breaks down the key components for creating a viral message into the following four categories:
1. Narrative: A well crafted story line that captivates attention.
2. Practical Value: Providing information that has value to the receiver.
3. Emotion: Causes strong emotional feelings including surprise and happiness.
4: Social Currency: The message makes the sharer seem cool or hip.
Many viral successes leverage more than one component. You may be one of the 300 Million who viewed the “Will It Blend?” video, where Blendtec founder Tom Dickson throws a variety of objects into a blender including golf balls, lightbulbs and an iPad. This post leveraged narrative, emotion, and social currency to reach such high viewership.
In the sales and marketing profession, recent research by CEB indicates we should be educating our customers with practical value while common wisdom suggests the best sellers narrate good stories about other customer successes. Perhaps there’s a correlation between sales and marketing messages that resonate and the viral components described above.
What’s your current sales or marketing message? And what components of viral propensity does it contain?
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The Enterprise Selling Group helps commercial organizations tune their sales and marketing disciplines to improve revenue results. Kevin Temple is the founder and President of The Enterprise Selling Group.