Nowadays, many articles in the circle of friends are forwarded to each other by friends, how to make their own copy can be forwarded a lot or automatically forwarded it.

Jonah Berger, a professor at the Wharton School of Business, has written a book on how to "forward", which proposes six core elements, also known as the six principles of madness.

The first principle: social currency

Social currency is like the currency people use to buy goods and services, using social currency to get more attention from family, friends and coworkers, good reviews and more positive impressions.

For example, if you've recently learned a simple, easy-to-do maneuver that happens to be used to treat whiplash, you'd be happy to share it with your coworkers, and of course it's easy to be recognized by your coworkers, which is minting social currency.

People's willingness to **** is the foundation of what makes social media and social networks popular, and if your copy or advertisement is something that allows people to mint social currency, it's something that will go viral.

How do you mint social currency?

You can also use the amplification of people's experiences to achieve results. Some people put their breakfast records on their friends' lists, and use the spreading of their accomplishments to show that they are doing better than others, and that they have achieved a higher level of excellence to increase their social currency.

Creating scarcity and exclusivity, using limited-time rush, exclusive to members, to achieve the purpose of our own people, so that members feel a sense of belonging, such as millet phone promotion marketing.

You can also mobilize people's sense of achievement, and sometimes volunteer work is more vigorous than paid staff!

This is because money corrupts an individual's motivation to achieve. This is why there are so many volunteer moderators and event organizers online. Give them morals, not money.

The second principle of madness: triggers

Certain stimuli that instantly activate people's memories and make them think of brand-related content are called triggers.

When you hear a song, it may bring to mind a memory from a particular year or month, and that song is a trigger.

The most important thing about effective triggers is the frequency of activation, i.e., the frequency with which the stimulus can appear in people's daily lives. For example, Brain Platinum and gift-giving; the combination of Red Bull and energy; the combination of pulsation and absence; the combination of Sprite and spicy; the combination of Wanglaoji and the fear of fire; the combination of the iPhone and the kidney ......

The third principle of the madness:

Research has proved that contagious content is often able to stimulate people's immediate emotions, and only strong emotions can inspire the desire to share.

There are five emotions: surprise, excitement, humor, anger, and anxiety that are most likely to cause retweets.

Among them, the funnier the article, the greater the chance of retweeting it, with humor increasing the retweet rate by 25% and surprise by 30%. This is why retweets like humor segments exist in abundance.

The fourth principle of madness: publicity

A lot of people like to imitate; we go to restaurants and like to see what the neighboring table has ordered, we like to buy pop-ups when we're shopping, and we even go to the movies. For your ad or campaign to spread quickly, it has to be visible to others. That's where increased visibility is needed.

Unfoldable beautiful bags like those of McDonald's and Starbucks, which customers carry on the street or back to the office, are self-contained advertising campaigns.

So visualize your products, gifts, and flyers with your company's Loge or tagline everywhere.

And in the design of giveaways, more design will be repeatedly used, such as shopping bags, umbrellas and so on, marked with the company's promotional ads, when the customer is used again, it will be another publicity, which is also a good way to create behavioral surplus.

The Fifth Principle of Madness: Practical Value

Most people like to help others, so there are some things that people think are important that they are willing to share to benefit their friends. The key then is whether your message has practical value. Does the information make people healthier? Does it help people save money? Does it bring people more joy? Does it save people time? ......

The most shared articles so far are about health and education.

The Sixth Principle of Madness: Storytelling

People grow up with stories, and some of the great truths are brewed in some of the little stories.

Some time ago, a video by China Merchants Bank, "The world is bigger than a plate of scrambled eggs with tomatoes", exploded in the circle of friends, and only put more than 400,000 users, but the number of views exceeded 100 million. This is the power of storytelling.

How to make your own copy to achieve the effect of crazy, master the six principles: social currency, triggers, emotions, publicity, practical value and tell a good story.

? --- "The Five Businesses" learning experience