You can harness social influence
Follow these six key STEPPS, or even just a few of them, and you can harness social influence and word of mouth to get any product or idea to catch on.
Social Currency: Does talking about your product or idea make people look good? Can you find the inner remarkability? Leverage game mechanics? Make people feel like insiders?
Triggers: Consider the context. What cues make people think about your product or idea? How can you grow the habitat and make it come to mind more often?
Emotion: Focus on feelings. Does talking about your product or idea generate emotion? How can you kindle the fire?
Public: Does your product or idea advertise itself? Can people see when others are using it? If not, how can you make the private public? Can you create behav-ioral residue that sticks around even after people use it?
Practical Value: Does talking about your product or idea help people help others? How can you highlight incredible value, packag-ing your knowledge and expertise into useful information others will want to disseminate?
Stories: What is your Trojan Horse? Is your product or idea embedded in a broader narrative that people want to share? Is the story not only viral, but also valuable?
No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you, trained to use your products more effectively, and taught how to make never-ending improvement in their lives.
As customers, what we crave more than the commodity we think we are paying for is to be understood.
What we want more than a reliable ride to our destination, a comfortable bed for the night, or even a book we can get our teeth into, is to really be seen.
What we want more than responsive organizations is personal relevance.
The value isn't just in the data that businesses collect. What counts is how they use it to make our lives better.
I have great respect for anyone who can invent a clever name that suggests something about the brand. Some of my favorite coined names are Dreamery, Groupon, Pictionary, Cinnabon, Chillow, Pinterest, Chuggemaut, and San Franpsycho. (…) It's important to make sure your name is meaningful to potential customers, not just to you.
In the 1960s, sociologist William McPhee coined the notion of "double jeopardy", to describe people's sympathy and tendencies toward certain behaviors.
Its application to marketing is due to the statistician Andrew Ehrenberg who made the "double jeopardy" concept an empirical law according to which brands with lower market shares suffer from both low purchases and low brand loyalty.
In other words, less popular brands not only have fewer buyers, but also have fewer loyal customers compared to the dominant popular brands in the market. According to the concept of "double jeopardy", a dominant brand therefore has the highest percentage of purchase and a greater consumer loyalty to its brand. What is for the popular brand a double advantage, has a negative consequence for less popular brands: it is difficult for them to retain their customers and increase their sales because it is not easy to convince buyers that the quality of a product less sold, is of better quality than a brand recognized by all.