Recently, I published a post about RFP Strategies. It was my most successful post on LinkedIn based on the number of readers, likes and shares. It got me thinking; what makes a post go viral? So I did some research. I believe the lessons learned are important for sales and marketing professionals that are striving to be heard and noticed in a noisy digital world.
In a study on the subject, 7000 New York Times articles were analyzed to determine what common elements were found in those that went viral. 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. For example, 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, 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.
My suggestion is to first take a look at my RFP Strategies article and evaluate it against the four components of viral messaging identified above. Then look at your current sales and marketing messaging to see if you have, or could tap into any of the four components of viral messages. Perhaps you can improve the hallway buzz with a few tweaks.
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.