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Book: Contagious (STEPPS (Emotion (When we care, we share, Focus on what…
Book: Contagious
STEPPS
Emotion
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Focus on what really matters and be ‘awe-some’ by asking the ‘3 Whys’ (Why is this product important, why is that important, and why is that important) and striving to evoke ‘awe’ – the sense of wonder and amazement that occurs when someone is inspired by great knowledge, beauty, sublimity.
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Public
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Make adoption and use, publicly visible and copyable
Prostate cancer Movember campaign, Nike Livestrong
Practical Value
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Should be Useful – in a short, straightforward, and simple way – for you, and for who you share it with.
Example, a corn on the cob tip on YouTube gets 7M+ views. The Power of Lists (buzzfeed style news)
Stories
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Subway – Jared Fogle story, went from 60″ waist to 34″ eating Subway sandwiches. But ensure your product is an integral part of the story (many people forget the product that is advertised in story-based ads/word of mouth)
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Triggers
Top of mind, tip of tongue
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moments – Kit Kat = break, colours, Coke = Red, music, words (more Mars candy stories in news during Mars pathfinder news story)
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