The Hello Bar is a simple web toolbar that engages users and communicates a call to action.

Viral Events – Starting a Positive Epidemic – Sticky Context

In my previous post I referred to Malcolm Gladwell’s book, Tipping Point (Amazon Affiliate link) and the three types of people you need to know that make up The Law of the Few.

But just knowing of those people isn’t enough to cause the epidemic.

The Stickiness Factor

The Law of the Few shows you how to spread your message in the most efficient way possible. The Stickiness Factor is more about the message itself.

How memorable is your message?
Do you remember the story about the guy in Las Vegas who meets this beautiful woman at a bar. The have drinks, one thing leads to another and they’re back at his place. Suddenly he passes out. When he awakes he’s in a bathtub full of ice with the telephone and a note close by.

I don’t think I’ve got to finish the story because you already know it, right? That’s the stickiness.

You can have all the mavens in the world but if your show, your message, your product isn’t top notch, then your mavens have nothing to trade with.

What kind of a feeling does your audience have after listening to your show? Have they learned something, enjoyed something, laughed, cried or any number of other emotions? What’s the story of your show and is it worth telling?

The Power of Context

We are far more affected by our surroundings than we lead on.

For example, if you were safe inside your home and were suddenly witnessing a violent crime outside in the street, would you call the police?

If the lights went out, would you immediately call the power company?

Most would not. Why? Because the majority of people with think that someone else in their neighborhood would have already called the police or the power company.

Context is the situation that your show, product or message is in at any given point.

Try explaining what your show is about to a room full of people that don’t know what a podcast is. Then try that same explanation at PodCamp and see what the difference is.

The message hasn’t changed but the context that it was delivered in has.

For another example, let’s say you had 200 people following your fan page on Facebook. Of those 200, 60-70 downloaded your show every week.

You run an ad and triple the size of the group of people liking your page. But now you’ve got 450 people, about six-and-a-half times the original group, downloading your show.

What’s happened? You message is still the same, but the context has changed.

The sudden growth in your fan base not only brought in new people wanting to listen to your show but reinvigorated the existing group. The original group of non-listener fan suddenly think they’re missing out on something and come back to the show.

Take Away

  • Find the Connectors, Mavens and Salesmen within your group.
  • Make sure your show, product, message is memorable and worth remarking on.
  • Look at the context as to how you’re presenting your show.

I started this post out with a brilliant video created by Tom Ska that, as of this writing, has well over half a million views on YouTube. Let me ask this:

  • Who are the connectors and mavens?
  • Is it sticky – will you remember this?
  • At what point did the context change but the message stayed the same?

How has making a simple change in the way you do your show been beneficial to its growth?

About Jay Walsh

With a combined 25 years of design, marketing, podcasting, video and social media knowledge, Jay created with the goal of helping you make a better podcast.

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