From the course: Jonah Berger on Viral Marketing
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Showing your inner remarkability
From the course: Jonah Berger on Viral Marketing
Showing your inner remarkability
- Another way to generate social currency, is to highlight the inner remarkability. Now what I mean by remarkability, and remarkability's a great word, because it means, "worthy of remark." Things that are remarkable might be surprising, novel, or interesting. Worthy of discussion. We did an analysis for example, of over seven thousand New York Times articles, to understand what made the most emailed list. And not surprisingly found, that more surprising, or interesting articles were more likely to be viral, more likely to be passed on. But some of you might think, "Well, hold on, "what do I do if my stuff isn't very exciting? "Isn't very surprising? "Aren't certain things naturally more surprising and others less so?" So for example, a hot new car might be really exciting, or Apple's newest technology good might be really interesting. But things like a dishwasher, or Tide detergent, or, you know, household…
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