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In this chapter, we’re going to take a look at these three problems, and how you can ensure you don’t encounter them in your viral marketing campaigns.
Lack of Knowledge
The biggest problem most viral marketers face is just a general lack of knowledge about how viral marketing works, what it takes to make a killer campaign, and how to make the most out of their traffic.
Most people just create videos, blog posts, graphics… whatever they think is “hot” at the moment. Then they throw it all at the wall and see what sticks. The trouble is, it’s usually nothing.
If you don’t understand what makes a successful viral marketing campaign, you’re sure to fail every time – unless of course you happen to get incredibly lucky.
Viral Marketing is Less Effective
It used to be much easier to make content go viral. Once upon a time, you could add a “share” button beside nearly any type of content and it would go viral overnight.
That time has come and gone.
The trouble is that now pretty much everyone has multiple share buttons beside their content. People are becoming “share blind”, and unless content is truly exceptional, they aren’t likely to push that button.
People used to share practically everything. They did it because it was new and “cool”. They did it because they wanted attention. They did it to help out their favorite bloggers and site owners. They did it just to do it.
Now, people are burned out on it. It isn’t new and cool anymore, so it’s lost its luster. And people also realize now that sharing dozens and dozens of posts per day just makes their friends really irritated.
If you don’t give people a really compelling reason to share your content, they won’t. Period.
The Content Isn’t Share Worthy
As we saw in problem #2, unless your content is something very interesting or useful, people aren’t likely to share it. Because people are so much more selective about what they share, it’s more critical than ever before that all of your content be share worthy.
Just keep in mind what you yourself might share. Would you share someone’s sales page just for the heck of it? Probably not. You might if it was a good friend you wanted to help out. You might if you were doing a JV with that person. And of course you would if you could earn a commission on it. But as a general rule, you probably wouldn’t. Why would you?
It doesn’t matter how many calls-to-action, share buttons and begging you include, people aren’t going to share boring content. Okay, okay, I know you think your content isn’t boring. And chances are, it’s not really. But is it truly exceptional?
If your content isn’t something that people will become naturally excited about enough to share, you’re going to have to give them a powerful incentive to share your content. If you give them an incentive that is strong enough, they will share it.
So how do you do that? With a bribe, of course! We’ll talk about that later. For now, let’s talk about creating share worthy content!
Creating Share-Worthy Content
In order to get people to share your content, it needs to be truly worthy of sharing. Most people don’t want to inundate their friends and family with tons of superfluous content.
No one likes to think of their content as superfluous, but unless it’s really interesting, unique, or in some other way valuable, most people will consider it as such.
It’s not particularly difficult to create content that is share worthy, but it takes a little bit of extra thought and effort. There are ten psychological factors you can use to ensure your content is as share worthy as possible. Let’s take a look at these ten factors.
Viral Factor #1:
People Share Positive Content
Turn on the news. Most of the time all you see is sadness, pain, death, destruction and other negative things. Our brains are absolutely slammed with horror day after day.
You may think these shocking and horrific stories are the ones that get shared most often, but you’d be wrong. The fact is, people are much more likely to share positive content than they are the bad stuff.
If you really pay attention to the kind of content people share, it’s almost always positive, upbeat, heartwarming stories that really make people feel good. This is the kind of content people want to share with their friends.
They don’t want to shock and horrify their friends. They want to bring them joy! So always remember that positive content is share worthy content!
Viral Factor #2:
People Share Emotional Content
Emotion is one of the most powerful motivators imaginable. Any type of emotion makes a difference. Positive emotions, as we saw in factor #1, are more powerful than negative, but all emotions can inspire sharing.
Keep these emotions in mind as you create your content:
Laughter – Comedy is a powerful thing for viral content!
Shock – Shocking content is typically very share worthy!
Embarrassment – Yes, people will share embarrassing content, but especially so if it’s embarrassing to other people!
Hope – Hope is something everyone needs more of, and they will gladly share content that makes them feel hopeful!
Warmth – Heartwarming content is definitely share worthy. Stories that warm the heart are shared amazingly often!
Anger – Anger can definitely inspire people to share. If you can outrage someone, they are quite likely to share.
Viral Factor #3:
People Share Useful Content
Useful content is easy to find, but unique useful content is not. You can find a thousand different recipes for a particular dish, perhaps ten thousand or a hundred thousand or more. But finding that same recipe made with leftovers, or made with super cheap ingredients, or made on a grill instead of in an oven, or with any other unique and useful spin… well, that makes it share worthy.
Create content that helps people solve a problem, preferably in a unique way. Think of the biggest problem your target market faces, and then create viral content that helps them solve it. Bingo! Instant share worthiness!Other Details
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