Description
Everyone wants their voice to be heard above the noise of other brands. But how do you get your messages to spread far and wide? YOU NEED TO GO VIRAL It’s not just down to luck. If you want to make an impact, you need to make your marketing messages magnetic and, in this fascinating book, Brent Coker will show you how. Packed full of practical techniques, expert research and real-life examples, you’ll quickly uncover the nine secrets of irresistible marketing that will work whatever the size of your company. Discover the science behind the world’s most viral ideas, learn how to create messages that people can’t resist sharing and effortlessly build your brand. Introduction Going viral A different mindset 1. The Power of Share Why sex doesn’t sell When social status causes viral sharing It’s not about controversy The most shared image of all time An app gone viral Action plan for viral sharing 2. Self-enhancement How a frustrating puzzle became the biggest selling toy in history Our natural tendency to criticise others Are your friends trying to make you jealous? Why gothics wear black Board shorts and the environment People self-enhance in different ways Action plan for Self-enhancement 3. Emotion Trevor’s flower shop Emotions and sharing Why a smile from a stranger makes us feel good A dramatic surprise on a quiet square Where words fail, music speaks Memories, music, and emotion Dumb ways to die The power of mixed emotions Karma is feeling Changing behaviour using emotions Action plan for using emotion 4. Anticipation Why anticipation makes people share Fight or flight Why people can’t help looking at blood and guts The magic three: humour, awe, and thrills Action plan for anticipation 5. Affinity Jack’s motorcycle shop Affinity, and the art of building an iconic brand When annoying the neighbours is sharable Oh Boy! First kiss World’s toughest job Can gift giving cause sharing? Action Plan for Affinity 6. Justice Fairness, Justice, and an Unfair advantage The little girls who showed the world Changing people’s beliefs Action plan for justice 7. Herding Jim’s meusli mystery and the power of scarcity How Ray Kroc got people to eat burgers Seeding Anti-Herders (and what makes cool ‘cool’ ?) Your opinions are not your own Action plan for herding 8. Groups The Dress Join the club Like a girl Action plan for groups initiated viral 9. Bump What’s wrong with video advertising The structure of BUMP How to include a brand Punchy bursts Hook, line and sinker Nonlinear time scenes Action plan for bump Conclusion
