Almost done cooking the main course, he showed her a trick to neatly prevent pesky corn silk strands from sticking to the husk. One day, his daughter-in-law was over making dinner. Unlike most viral videos made by adolescents and watched by teens, his YouTube is about shucking corn. “Clean Ears Every Time” "Information travels under the guise of what seems like idle chatter." - Contagious, page 189 People describe the delight as “eating gold.” Splashed across the media, Barclay Prime has not just survived against all odds but has built a following.Įven if people don’t order the “sandwich” they rave about the hundred-dollar cheesesteak because of these principles: Social Currency Triggers (i.e., high frequency of cheesesteaks in Philadelphia) Emotions (very surprising) Practically Valuable (useful information about a high-quality steakhouse) all wrapped in a Story. To spare you lots of salivating, let’s just say the chef’s creation is topped with a butter-poached Maine lobster tail and served with a chilled split of premium champagne. He needed to cut through the clutter, where in Philadelphia a standard cheesesteak is available for four to five dollars at hundreds of sandwich shops, burger joints and pizzerias. However with a typical 25% restaurant failure rate inside of twelve months, designer Howard Wein knew he needed to generate buzz.
The concept behind luxury boutique steakhouse, Barclay Prime, was to deliver the best experience imaginable. The $100 Cheesesteak "Word of mouth is the primary factor behind 20 percent to 50 percent of all purchasing decisions." - Contagious, page 7 Like the Trojan horse, we need to embed our products/ideas into stories people want to recount. People don’t just share information, they tell stories.
How can you highlight incredible value and package your knowledge/expertise into useful information that stands out from the crowd? Does your product or idea advertise itself? Can people see when others are using it? This one is akin to the phrase, “monkey see, monkey do”. Sometimes even negative emotions kindle the fire. We need to craft messages and ideas to get people to feel something. How do we remind people to talk about our products and ideas? Triggers prompt people to think about related things (e.g., peanut butter/jam). Does talking about your product or idea make people look good and in-the-know? Can you make people feel like insiders? Together, six principles to crafting contagious content spell the acronym, STEPPS. Berger means: likely to spread to diffuse from person to person and through social transmission to be talked about, shared, or imitated by consumers, coworkers and constituents. Let’s start by defining the term contagious.
Six STEPPS "Top of mind means tip of tongue" - Contagious, page 79
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