According to Berger's research, specific circumstances and attributes
empower consumers to share a given product. Any business can leverage
those insights to create a viral hit. "You don't need a huge advertising
budget," Berger says.
Related: Creative Problem-Solving Strategies to Test Your Business Idea
As many as half of consumers' purchasing decisions are driven by word
of mouth marketing -- it's trustworthy and far more targeted than traditional advertising.
Plus, the majority of those interactions happen offline, where
advertisements can't reach. "Authenticity is a big reason word of mouth
impacts behavior," Berger says.
To create a viral product that consumers are inspired to share authentically, incorporate these key elements.
1. Social currency. Consumers are more likely to adopt a
product if it makes them feel special or ahead of the curve. For
example, Gilt's exclusive sales helped it become one of the hottest
online shopping sites.
2. Triggers. Products that catch on become part of
our everyday lives, so successful products create reasons and reminders
to return on a regular basis. For example, Facebook and Twitter drive
you back to their sites every time they email you to say you have a new
message or mention.
3. Emotional impact. People tend to evangelize a
product if it affected them emotionally, whether it solved a stressful
problem or brightened a bad day. For example, if a Buzzfeed article
makes you laugh, you’ll likely share it with friends who need a lift.
4. Visibility. Giving a product a distinctive
feature, such as a standout logo or color, helps consumers notice when
others are using it. For example, you immediately recognize iPods
because Apple made the headphones white when other companies all used
black.
5. Practical value. A truly useful product that
helps the user become more effective is more likely to be recommended
often. For example, Evernote is very good at helping users remember and
organize information, so it's often recommended for research.
6. Stories. If people are going to share your
product, they need to be able to tell its story. That can be as simple
as a clear statement about what the product does, or as complicated as a
really interesting origin story. For example, people who buy TOMS shoes
love telling others how one pair is donated for every pair you buy.
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