Viral marketing sounds like a sort of kind of sickness, right? After all who wants to be involved in something that is “viral”? But the concept that a marketing idea can be “spread” like to a virus can have a tremendous effect on your business. If you have ever marveled at how the “gurus” of Internet marketing could have viral explosions and make huge profits, then learn the five basic principles behind viral marketing.
(1) All Viral Marketers give away products or services.
Everyone loves a bargain the word “FREE” is one of the most powerful weapons in your small business arsenal. But have you even wondered why “Free” giveaways always work and keep working time after time? Would think that after a period of time, people would get wise to this technique and it would stop being effective. But it never does, does it?
There is a sound psychological reason why this principle must always be part of every viral campaign. Dr. Robert Cialdini wrote a book several years ago that studied what he called the laws of persuasion and influence. The first concept in the book was the Law of Reciprocity. This basically says, if someone gives you something, you are virtually compelled to give them something back in return.
So by offering a free video or podcast, or ebook, especially if you let people download it or access it first, they will almost to man feel they must “pay you back” in some way. Let them access the freebie but on the landing page, politely ask them their email address and name!
(2) Make the Transfer of the Item Easy
You should use common digital formats like PDF files, MP3 audio, Flash programs or YouTube style videos so that people don’t have to think about how they are going the access the program. You want them to click on your link, view what you have to offer them and sign up before they click away again.
(3) Use Popular Communication Channels
I remember the first time, someone wanted me to use instant messenger (yes, I’m that old). I thought why the heck, don’t they just use the freaking email! Once I had installed the software and messed around with it, I understood how easy it was to use but still in the back of mind was the thought of why didn’t they just use email instead of making me learn all this stuff? I like learning new things but not when pressed for time. Take this into consideration when planning a viral campaign; you want to use want most people have available on their PCs.
(4) Make Use of Common Psychological Motivators
As I mentioned earlier there are 6 tools of persuasion: Reciprocity (returning favors), Commitment and Consistency (making your word your bond), Social Proof (monkey see), Authority (follow the leader, no matter what), Liking (follow the advice of people we know, like and trust), Scarcity (a perceived shortage increases value and demand). We already know how reciprocity works in creating a viral sensation. How many times have you seen social proof used (testimonials, case studies) or authority used (a smiling celebrity says, it’s fantastic!). See what I mean? Use these 6 tools wisely.
(5) Make Use of Other People’s Web Presence
The final key to creating a viral sensation is to leverage your system by using other people’s resources. Let other people download and display copies of your viral marketing programs, articles, banners, videos. Use affiliates, others’ newsletters and blogs to get the word out about your viral system.
Viral marketing can a very powerful method to kick start either a product or quickly build up your email list. But just like the flu, the effects while dramatic won’t last forever. So be prepared for visitors to come in huge waves then taper off quickly.

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