Year read: 2016
How strongly I recommend it: 8/10
(See my list of books I've read, for more.)Go to the Amazon page for details and reviews.
Seek to evoke emotions like surprise or amazement.
6 Principles of Contagiousness (STEPPS)
- Social Currency – We share things that make us look good.
- Triggers – Top of mind, tip of the tongue.
- Emotion – When we care, we share.
- Public – Built to show, built to grow.
- Practical Value – News you can use.
- Stories – Information travels under the guise of idle chatter.
Weave your message into the narrative so people can’t tell the story without it.
Always be selling. If you have to say “no”, say “no, but…”.
Scarcity and exclusivity make people feel like insiders.
Strong trigger > catchy slogan
Focus on high-arousal emotions that drive people to act.
If you can’t make people happy, make them mad. Avoid making people sad.
Focus on the positive effect of doing something. Don’t focus on the negative.
Marking an item as on Sale can increase sales even if there is no discount. The word SALE is enough to persuade the customer they are getting a deal.
A promotional offer that is surprising or surpasses expectations are more likely to be shared. You need to stand out in a noisy world.
If a product is always on sale, people will begin to adjust their expectations.
Quantity purchase limits increase sales. Urgency.
People are less likely to argue against a story. They are more likely to argue with advertising.
Quotes
- “Top of mind means tip of tongue.”
- “If people can’t see what other are doing, they can’t imitate them.”
- “People use the price they expect to pay for something as their reference point.”
Go to the Amazon page for details and reviews.