Skip to main content

Contagious: Triggers

Key Points: 

  • Marketing is about spreading love. Interesting products get talked about more than boring ones. Products can be interesting because they're novel, exciting, or confound expectations in some way. 
  • As we discussed in the Social Currency chapter when we talk to others, we're not only communicating information; we're also saying something about ourselves.

Word Of Mouth:

Some word of mouth is immediate, while some are ongoing.
  • Immediate Word of Mouth
    • Occurs when you pass on the details of an experience, or share new information you've acquired, soon after it occurs.
  • Ongoing Word of Mouth
    • Covers the conversations you have in the weeks and months that follow. The movies you last month or the vacation you took last year. 
Both types of word of mouth are valuable, but certain types are more important for certain products or ideas. But stimuli in the surrounding environment can also determine which thoughts and ideas are top of mind. Sights, smells, and sounds can trigger related thoughts and ideas, making them more top of mind. 

Triggers:

  • Triggers can be indirect. Seeing a jar of peanut butter not only triggers us to think about peanut butter, it also makes us think about its frequent partner, jelly. Triggers are like little environmental reminders for related concepts and ideas. 
  • So rather than just going for a catchy message, consider the context. Think about whether the message will be triggered by the everyday environments of the target audience.  
  • The more the desired behavior happens after a delay, the more important being triggered becomes.
To use an analogy, think of most rock bands. Social Currency is the front man or women. It's exciting, fun, and gets lots of attention. Triggers could be the drummer or bassist. It's not as sexy a concept as Social Currency, but it's an important workhorse that gets the job done. 

The more something is triggered, the more it will be top of mind, and the more successful it will become. Triggers and cues lead people to talk, choose, and use. Social currency gets people talking, but Triggers keep them talking.
Labels:

Comments

Post a Comment

Popular posts from this blog

5 Dimensions of Win/Win

Key Points: It begins with character and moves toward relationships, out of which flow agreements. It is nurtured in an environment where structure and systems are based on Win/Win. And it involves process; we cannot achieve Win/Win ends with Win/Lose or Lose/Win means. Character There are three character traits essential to the Win/Win paradigm. Integrity, Maturity, Abundance Mentality.  Integrity is the values we place ourselves into. Maturity is the balance between courage and consideration.  Abundance Mentality is the paradigm that there is plenty out there for everybody. A character rich in integrity, maturity, and the Abundance Mentality has a genuineness that goes far beyond technique, or lack of it, in human interaction. If we search deeply enough within ourselves-beyond the scripting, beyond the learned attitudes and behaviors- the real validation of Win/Win, as well as every other correct principle, is in our lives.  Relationshi...
Post a Comment
Read more

Are You A Gap Filler?

 What is Gap Filler You May Ask?  A gap filler is someone who has the ability and awareness to see opportunities and challenges around them, then fill them.  When there is a gap in communication, someone has to fill the void.  When there is a gap in leadership, someone has to fill the void.  When there is a gap in love, someone has to fill the void. When there is a gap in work, someone has to fill the void. It is self-explanatory to understand that a gap filler, fills gaps.  It is also very easy to misunderstand the importance and strength it takes to be a gap filler. Practically this looks like covering a shift of another co-worker, looks like overcommunicating to others that may bring conflict upon yourself, taking the burden of hurt from others and their trama, as well as taking the blame knowingly when another leader falls short. This is a heavy burden sometimes because you have to be the glue that holds seemingly everything together. But, take heart, b...
1 comment
Read more

Ways To Effectively Understand People

Key Points: There are four ways developmental stages to listening and understanding people: Mimic Content=Mimicking content is easy. You just listen to the words that come out of someone's mouth and you repeat them. You're hardly even using your brain. Rephrase the Content=This time, you have put the meaning into your own words. Reflect Feeling=Now you're not paying as much attention to what they're saying as you are to the way they feel about what they are saying. Rephrase the Content and Reflect the Feeling= Include both the second and the third stage. People want to be understood. And whatever investment of time it takes to do that will bring much greater returns of time as you work from an accurate understanding of the problems and issues and from the high Emotional Bank Account that results when a person feels deeply understood. Then Seek To Be Understood: The early Greeks used these three words to contain the essence of seeking to first understa...
Post a Comment
Read more