the secret to creating viral content out of thin air
TRANSCRIPT
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• Direct – people typing your URL directly into a browser
• Also includes missing tracking attributes• Referral – other sites linking to you
• Includes social media• Organic search – ranking high on
search engines for free
3 sources of free traffic
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• Evokes any emotions positive or negative• Practical & useful
There must be an emotional connection for you to click
What do the experts say?
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• Attributes – tie in to who people are (e.g students, patriotism)• Tribes – make them a part of something (“Pissed off consumers”)• Insights – confirm a flattering attribute (Yup, you are smart)• Ego - Share to make yourself look good • Topical – on the the relevant topics (Latest news) • Competition – Can you beat me?• Collaborative – Brings a feeling of togetherness• Delight – LOL!
Examples of viral triggers
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• CNY Uncles and Aunts• Bill is Stupid• Ice bucket challenge• Various infographics• Videos
Examples of virality
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• Male vs female?• Where do you travel?• How much money do you make?• Bad habits?• Where do you live?• Where would you want to live?• Which would you choose?
Ask questions to get ideas
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Paint your bullseye around your arrows
Prewrite your headlines
___% of ____ want to ____ while Jumping off of ____
16% of males want to take selfies while jumping off of skateboards
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• If A & B• If A & B & C
• Examples: • Women over 75 that use Android• Males that use Safari on a PC
Think about double pivot and triple pivot
You could say: 22% of mobile phone users report they’re extremely or very satisfied with their mobile service provider. Or, for a little more drama, invert your data!
Mobile Service Providers are in trouble! Nearly 60% of mobile phone users aren’t satisfied with their MSP.
Category 10%
5%
10%
15%
20%
25%
30%
35%
How satisfied are you with your mobile service provider?
Extremely Satisfied Very Satisfied Somewhat SatisfiedNot So Satisfied Not Satisfied
Pro Tip: Invert Data to Make Compelling Headlines
Operationalize: An Example
• Smiles per day?• Projects completed?• Stress felt today?
How happyare you?
Communicate Your Intentions ClearlyJargon“Who was central to your ontogeny?”
Complications“What is the state of the cleanliness of the room?”
Double-negatives“Which of these pictures is not unattractive?”
Double-barrels“Do you like apples and pears?”
Leading questions“How terrible is this for your health?”
Absolutes“How successful is Obamacare?”
Keep it simple“Who was central to your development?”
Be direct“How clean is the room?
Pick a side“Which of these pictures is attractive?”
Split it up“Do you like apples? Do you like pears?”
Stay balanced“Do you think this healthy, unhealthy, or neither?
Personalize it“How successful do you think Obamacare is?”
Make sure people can answer your questions!Keep Questions Accessible
Don’t ask things they don’t knowHow much will the new health care law increase insurance premiums?
How worried are you that the new health care law will increase your insurance premium?
Don’t ask things they couldn’t knowHow well does your boss budget his money?
How organized is your boss?
Open-ended questions create problems they’re unfocused, avoidable, and hard to analyze
Don’t Take Shortcuts!
What’s the problem?
How satisfied were you with your SuperRide experience?
They have no idea You have no idea No help with deliverables
Let’s fix it!
How satisfied were you with your SuperRide experience?
Car
DriversApp
convenient
FastComfortable
Stay Specific Give Context
They Get It! You Have Deliverables