How can we craft content that seems useful? People like to help others, so if
we can show them how our products or ideas will save time, improve
health, or save money, they’ll spread the word. But given how inundated
people are with information, we need to make our message stand out. We
need to understand what makes something seem like a particularly good
deal. We need to highlight the incredible value of what we offer—
monetarily and otherwise. And we need to package our knowledge and
expertise so that people can easily pass it on.
Principle 6: Stories
What broader narrative can we wrap our idea in? People don’t just share
information, they tell stories. But just like the epic tale of the Trojan Horse,
stories are vessels that carry things such as morals and lessons. Information
travels under the guise of what seems like idle chatter. So we need to build
our own Trojan horses, embedding our products and ideas in stories that
people want to tell. But we need to do more than just tell a great story. We
need to make virality valuable. We need to make our message so integral to
the narrative that people can’t tell the story without it.
—————
These are the six principles of contagiousness: products or ideas that
contain
Social Currency and are
Triggered, Emotional, Public, Practically
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