From the course: Jonah Berger on Viral Marketing
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Finding your product's trigger
From the course: Jonah Berger on Viral Marketing
Finding your product's trigger
- As we talked about before, triggers are cues in the environment that remind people of your product, your idea, or your message. But it's not just using a product or idea that reminds people of it, other cues, other triggers in the environment can do the same. So if I said "peanut butter and blank," what might you fill in that blank? Well you'd probably say, "peanut butter and jelly." It's almost like peanut butter is a little advertisement for jelly. It's like jelly should pay peanut butter a kickback for every time peanut butter's around, because if peanut butter's around, jelly never has to. And so one key question to ask yourself, whether you're working on a product, or idea, or whether you're trying to build a social movement, is what's your peanut butter? What's the thing in the environment that's going to remind people of you, even when you're not around? Because you can spend a lot of time and effort trying to remind people you exist, advertising…
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