Wouldn’t it be terrific if you could go from being Mr./Ms. Marketing Nobody to immediate “guru” status overnight? You’d enjoy instant authority in your niche and a high level of credibility with your potential customers as well as your potential JV partners. People would trust your opinion. You’d be quoted in blog posts and asked to do guest posts…
You could get interviewed. You could join lucrative joint ventures and mastermind groups. Your social media accounts would become magnets to followers and fans. Customers’ sales resistance would go down and your sales would go up, and so forth.
Becoming an ‘overnight’ authority in your niche shaves a few years off of your online marketing career path. You’re taking a quantum leap from being an unknown to being – well, KNOWN in your niche. And you receive all the benefits a known expert in your field gets, only without the years of work.
Sounds pretty good, don’t you think? Yeah, it’s cheating, but it’s not. Who ever said you have to take years and years to accomplish what can be done in a few days or weeks?
Here are 5 ways to do it:
1. Interview others. Oprah wasn’t an expert, she interviewed experts. And by doing so, she became associated with every expert she interviewed. In your case, you’ll want to go much more narrow and deep than Oprah, choosing your targeted niche carefully and then interviewing anyone and everyone in that single niche.
2. Buy named rights products and sell them. These are products sold by big name marketers that allow you to keep their name on the product when you sell it. You’re basically co-featuring with an established expert. At the bottom of the salesletter you can write something like, “From the desk of ‘your name’ and ‘guru’s name.’ Buyers will assume you have partnered with the guru in putting this product out. These types of resale rights generally aren’t cheap, but that plays in your favor as well, since it greatly limits any competition.
3. Create a product yourself, then let a big name marketer be the co-author and co-owner. This heightens your profile and generally brings in a lot of sales from that marketer’s list, as well as from affiliates who promote for that marketer.
4. Write/edit a book full of other people’s articles. Choose a topic and then find articles written by the experts on this topic. Ask their permission to place their articles in your book, giving them full credit and links back to their website. You do the editing, write the introduction, and also add notes at the beginning and end of each article if you choose. But the experts are still doing all the heavy lifting, while you get to associate your name with theirs. In fact, it looks like a collaboration between you and all these big names, with YOUR name on the front cover.
5. Do all 4, along with guest blogging and being active in social media. All of a sudden people will say that they see and hear you everywhere.
Some people take a lifetime to go from the mail room to the boardroom of a company. But this is your business, and YOU make the rules. Don’t wait years to become an expert in your niche – decide to become one today.
Getting traffic isn’t rocket science – it’s actually pretty easy when you know a few of the best tricks pro-bloggers are using every day to get more traffic to their blogs.
Create an not-so-secret inner circle of your best buddies.
Put together a list of your very best and most influential readers. These are the ones who regularly interact with you or post replies to your posts, share your posts with their followers, send you articles, buy your products and so forth.
Put these folks on your special inner circle list, and email them to let them know of their newly attained status. Let them know the benefits – they’ll get to see your posts before the general public and they’ll be apprised of any new offerings, updates and ideas before anyone else.
Solicit their feedback on your posts. This creates a sense of ownership for them and increases the odds they will go out of their way to share your content with their followers. Give them special benefits to thank them for their help, and offer to help them in return.
Make it brain dead easy to share your content.
If content is too difficult to share, your readers and inner circle are less likely to share it. So add the appropriate social sharing buttons for sites like Twitter, Facebook and LinkedIn.
Write in-depth content that makes your readers look sexy-smart.
Here’s a little secret: People like to look super smart to their readers and friends. Okay, so maybe it’s not a secret. But the fact is, in-depth articles tend to get shared more because the people sharing them want their friends to think they read in-depth articles. Plus, when someone new lands on your in-depth article, they are more likely to subscribe to get even more info than if they land on a simple fluff piece.
Another secret: Posts with images, lists and videos will attract over 5 times more links than posts containing only plain text. So don’t stop at just the words – add things like images and graphs to make it share-worthy.
Cheat. Just a little.
This isn’t really cheating, but it sure feels like it. Look at your old content and find the pieces that are still relevant, whether they were written 3 months ago or a year ago. Now share them again via social media. This way you get new traffic without having to write new content – how awesome is that?
Write a mini-sales letter to promote each blog post.
Traditionally, when a blogger writes a new post she sends out the title and first paragraph to her list with an invite to click the link and read the rest. But the real meat of a blog post isn’t in that intro paragraph, which is why this method isn’t worth beans.
Instead, write a mini sales letter that gets the email reader curious and excited to know more. This doesn’t have to be long; 50 -100 of the right words is perfect. Build curiosity and show them what the big benefits / takeaways of reading your article will be, and your click-through rates could double if not triple.
That’s it – 5 simple tips to increase your blog traffic. Pick out your favorite and try it right now, then make a note to use the other 4 within the next 7 days and you’ll begin to see a real boost in your traffic within the month.
One of the toughest things about blogging is the self-imposed pressure to always have a terrific, earth-shattering, life changing blog post that makes people catch fire reading it.
You know what I mean. You’ve got that little voice whispering in your ear that if your posts don’t measure up to some impossibly high standard you’ve set, then all is lost and the world will know that you’re a fraud.
The good news is, it simply isn’t true. You don’t need every post to be a 2,000 word masterpiece or the final definitive word on your topic. Instead, all you need is content that gives your readers what they want. That’s it. Your readers want to know the latest news or the best methods? Then that’s what you give them. Forget trying to be a great writer and instead focus on being your readers’ ‘friend in the business’ and you’ll be an AMAZING blogger.
Here are 10.5 more tips to take some of the blogging pressure off of you and put the fun back into blogging:
Make yourself a posting schedule and then stick to it as regularly as you brush your teeth. Surprisingly, having a blogging schedule actually makes it easier for you to blog. It provides soft deadlines that keep you motivated to sit down and write. You won’t be able to put off your blogging if your readers expect a new post every Tuesday and Friday, and you know it.
Keep a running list of blogging ideas. Use a program like Evernote to keep track of your ideas and the resources you can draw from when writing your posts.
Forget being totally original. Seriously. Every idea is built upon or inspired by someone else’s idea. So give credit where credit is due, provide your own unique twist or take on the subject and relax – no one expects you to reinvent anything.
Re-purpose your content and other people’s content, too. Curate, list, pull bits and pieces from here and there – it’s all good. Just give credit to everyone you sourced from. And go back to your own content and see if you can’t update it, re-purpose it, mix it up or whatever. Odds are if you’ve been blogging for more than a year then you’ve got a small goldmine of content you can mine to create new content.
Be more of a reporter and less of an expert. Being the go-to expert in your niche is difficult, especially when you’re new to blogging. The pressure can become so unbearable that you cease to write, afraid you’ll pen something that will make you look foolish in your readers’ eyes.
But if you place your focus on reporting instead of being the absolute authority, magic will happen. You’ll feel freer to express your own opinions, you’ll find it’s far easier to write posts, and because you are referencing other authorities and experts in your niche, you become your own authority to your readers.
Mix up your content. Are you only writing blog posts? Then add videos. Are you only podcasting? Then write blog posts. If you limit yourself to one media, you’re also limiting the number of people who will engage in and benefit from your content.
Short is great. So is long. There was a time when it was suggested (actually, I saw this again quite recently) that no post should be under 2,000 words, and all posts should take days to write and be the absolute authority on whatever you’re writing about.
Hogwash. I briefly mentioned this in the beginning – write as much as you need to. If you can cover your topic in 200 words, DO IT. If it takes 2,000 words, then just make sure you’re holding your readers’ attention for the ENTIRE 2,000.
This reminds me of the “short sales letter vs long sales letter” debate. It’s a stupid, ridiculous debate, and here’s why: A blog post or a sales letter should be exactly as long as it needs to be and no longer. Period.
Stop leaving terrific blog comments on other people’s blogs. Seriously. You just read a post on a high traffic blog and you’ve got your own opinion or insight you want to share that you’re sure will help that blog’s readers.
Don’t do it. Instead, create your own post on your own blog and link back to the original blog. Then let the original blog know that you mentioned and linked to them in your post. This way your blog has more great content and who knows? You might get a backlink from the blog you referenced.
Use images. Every. Time. Maybe more than once, too. It’s irrefutable that images work at grabbing attention, so make sure that every post you make has at least one image. And be sure to place a caption under the image, because people are far more likely to read the image caption than anything else on the page (other than the headline, of course.)
Publish your articles on other sites. Sites like LinkedIn, The Huffington Post and many, many others allow content to be republished on their sites as long as it fits their guidelines. This is a terrific way to pick up new subscribers by posting a link back to your own profile or blog.
And what about Google’s duplicate content penalty? The duplicate content penalty doesn’t apply to syndication or curation. If it did, you’d never see a major news site appear in the top of the search results because they all subscribe to services that helps them get duplicate content, such as the Associated Press. And bloggers who frequently syndicate their content to other quality sites report that they receive no penalties what-so-ever.
10.5. Ask for the subscribe. Ask. And ask. But don’t be obnoxious. You wrote a post on getting traffic, and you’ve got a free report on even more ways to get traffic? Ask them to subscribe right there at the end of your post. “To get 27 more ways to get targeted, free traffic with the push of a button, simply tell me where to send the report and it’s yours.”
If you’ve been having trouble blogging on a regular basis, hopefully reading this has made you realize that blogging doesn’t need to be stressful. The rules are not as rigid and some would have you believe, and the most important thing of all is to simply give your readers what they want and lots of it, in whatever form it might take.
I see new marketers all the time freeze up with fear. They’ll have a great idea for their business and start to act on it, all excited. Then something happens, something that plants the seed of doubt, and suddenly they’re asking, “Who am I to be doing this?”
Maybe they have something great to teach that would help others, or they have a different way of doing things that would solve people’s problems. Whatever their idea or their business, that seed of doubt takes root. They get scared. They become self-conscious. And they doubt themselves and their abilities.
This is when I tell them, “It’s not about you, it’s about your customers. It’s about the people you’re going to help.”
Imagine you’re about to go on stage to present information that will change the lives of your audience. But you’re nervous. You think you’re not a good presenter. You’re focused on how you’ll look and how you’ll sound and what the audience will think about you.
This is the wrong focus.
If you focus instead on helping those people, if you focus on THEM and not YOU, then you will find it easy to give your message.
I’ll give you an example: Just as you’re going on stage to make your presentation, someone whispers in your ear, “The building is on fire, we’ve got to evacuate these people NOW!”
Do you hesitate? Do you wonder what you’ll say at the microphone? Do you worry about how you’ll look and sound? NO! You rush onto the stage and immediately start directing people to find the nearest exit and go to it now. You tell them to stay calm, to move swiftly, to leave no one behind. If you see smoke coming from the back, you direct people to the front. You say and do whatever it takes to get those people out of there.
And lo and behold, not ONCE during that process did you think about YOURSELF.
Magic indeed.
If you have doubt – If you’re worried – If you’re scared – Then you’re thinking about yourself and you’re NOT thinking about your customer.
Whatever it is that you want to do – just begin. Don’t think about doing the whole thing, because you don’t have to do the whole thing… You only need to take the first step.
Most people don’t start because they’re thinking about the whole thing. It’s too big. There’s too many obstacles. They don’t know how they’ll do it all.
The thought of the whole project is overwhelming and paralyzing. It’s easier to put it off…
“I’ll start it later when I have time. When I finish this and that. When the kids are gone. When I’m retired. When life isn’t so hectic.”
Life is always hectic. It’s busy. It’s a whirlwind. But we decide what we do with each moment. So just start. Just begin.
You want to exercise but you don’t have time? Just do 10 minutes a day, everyday. Just start. Don’t worry about running marathons, just do 10 minutes today. Then tomorrow, do 10 minutes more.
You want to write a book? No one can write an entire book. But anyone can start. Just write for 10 minutes, that’s all. Easy, right? Look at the clock. An hour has passed and you’re still writing.
Challenge is good. Little challenges. Lots of them. Just begin. Don’t climb Everest, climb the jungle gym. You can do that. Tomorrow climb the hill behind your house. Lots of little challenges add up.
Do you want to learn to play the piano? Just begin. Imagine if you had started when you were a kid and played 10 minutes everyday. By now you would impress almost anyone. Now imagine you start today – in 5 years, who knows? You might be entertaining your family and friends during the holidays, but not if you don’t begin.
You want to start a business. Ooooh, scary. So many things you’ll have to learn. Better to wait, right? No. Just begin. Just start.
Everything conspires to keep you from beginning. But there is power and magic in taking that first step, because it’s the first step that leads to the second, and the second to the third.
If you never begin, you will have only regret. By starting, you can create your own future.
You can have all the traffic in the world, but if it’s not converting, then you’re not making money. That’s why the crucial key to making money online is conversions.
How compelling is your presentation? How many prospects out of 100 actually BUY your product, both today and during your follow up sequence? Conversions are where you make your real money, both today and in the future. Affiliates won’t promote you if your offer isn’t converting. But if you have a high converting offer, affiliates will send you as much traffic as you can handle and sometimes more.
So how compelling is your sales letter? How branded are you? People buy from those they perceive have the answers. People buy from those they admire and from those they trust have the solutions to their desires.
There are many conversion techniques, but the big 3 to focus your efforts on are:
– Social proof factors like testimonials – Claims backed by proof – Scarcity
In fact if you were to focus all of your efforts on the first two – proof – then your offer would convert. Add in scarcity and you can’t miss.
I’m going to say something here that will seem almost sacrilegious to many marketers: Forget traffic. Traffic is simply a byproduct of conversions. If your offer is converting, you’ll have affiliates wanting to promote it. Just get 3 affiliates, and those affiliates will tell their affiliate friends how great your product is converting and so forth.
But if you can’t convert then you can’t get affiliates. And if your offer isn’t converting you’re also not going to spend time or money on traffic because it will be a waste. Think about this: When you convert and convert well, you can BUY all the traffic you want. You don’t even need affiliates. If you can spend $100 to make $110 then you’re in business. Increase your conversions and make $150 or $200 or more for every $100 you spend, and lounging on that beach can finally become a reality.
But you probably won’t want to get lazy on a beach because when you can convert, this business becomes addictive. You suddenly find you can make a LOT of money and you want to see that money continue to pour in.
Traffic is not money – CONVERSIONS are money. Yet I see marketers totally focused on getting traffic. They think if they can just get MORE traffic, they’ll make money. But if the traffic they’re already getting isn’t converting, how will more traffic help?
Sadly the vast, vast majority of people in this market don’t know a thing about conversions. They’re newbies and they ignore the one thing that is the most critical, most crucial, the paramount thing to make money in this business. It’s the one place you find the money – conversions.
Yet everyone stays away from studying and learning conversions. If they would just focus on how to get their offers to convert, they’d have tremendous results, more than they could even anticipate.
When you start focusing on conversions, the money will come.
So what should you study to convert better? What should you test? I’ve covered many conversion techniques in the past, but here’s a short list to get you started.
Study copywriting. I don’t know why, but copywriting tends to be something most marketers just gloss over, as though it’s the least important element. It’s not. If you have a great offer but do a lousy job of selling that offer to the prospect, you won’t convert. It’s that simple. Changes in your sales letter, or even entirely new sales letters or videos, can make all the difference. You’ve simply got to study what works and practice, practice, practice.
Social proof is huge. The prospect wants to know for a FACT that your product will do what you say it will do. They want to know that others have tried it and gotten the results you promise. They even want to know that your product is selling and selling well. Don’t just dump a few testimonials at the end of your sales presentation – weave them throughout. Make them the foundation upon which you build your sales letters and videos. And make them real, from real people who had real doubts until they actually experienced your product.
Another conversion element online marketers tend to ignore is branding – especially branding yourself. Make a name for yourself in your industry or niche. Become the go-to expert, the answer guy or gal people turn to for solutions. When you’ve built yourself a name, your name alone will make sales from your most loyal fans. They really will see you’ve got a new product, scroll down and hit the buy button. But it takes time and effort to build your brand and your reputation, and most marketers aren’t willing to do what it takes.
Decide what you and your brand stand for. You can’t be all things to all people, so choose who you want to be and then become that person, that expert. Build relationships with people in your niche, especially with potential JV partners who will mail your offers for you. Put a great deal of thought into how you present your products, what you put into your email sequences, what your graphics look like and so forth. This is a BUSINESS, not a magic button.
Branding and being a celebrity is actually the highest form of conversions because you build a reputation of knowing your niche. You’re talked about and people know you only put out real value and they buy based upon your name alone. You’re an expert, an authority figure. When Stephen King puts out a new book, do you think he needs to ‘sell’ it to his readers? No. They just buy it because HE wrote it, and they know they’re going to like it.
Give yourself a title. Who said, “I’m the greatest.”? Mohammed Ali, and everyone else took up the cry. Who said, “I’m the hardest working man in show business.”? James Brown, and that became his title.
Gary Halbert said, “I am the world’s greatest copywriter, and if you don’t believe me, you can go to my website. It says it there.” And the branding caught on and people called him the world’s greatest copywriter.
So don’t wait for someone else to give yourself a title, give it to yourself. Repeat it often enough and it will in fact stick, and after a while few people will even know or remember that it was you who gave yourself the title.
Bottom Line: When you focus on something (like conversions) the answers just start to appear. When you study emails and sales letters, ask yourself what the technique is, what the person is doing that makes it successful. Read between the lines. Make ‘conversions’ your mantra and you cannot go wrong in this business.
If you’re currently working at something other than publishing – affiliate or CPA marketing, perhaps – then you might wonder why you would want to bother publishing your own content. Publishing isn’t for everyone, but there are several very good reasons why you might want to consider it.
You can be the good guy. People are looking for answers, for help and for solutions to their problems. You and your content can make a real difference in their lives. And by making that difference, you become….
The expert. The go-to person. The Big Kahuna that people respect. You’re the trusted authority and now opportunities are coming to you in the form of free advertising on social media, affiliates, joint venture proposals and so forth. Which brings us to…
A greater income and additional income sources. You’re now monetizing your expertise by selling products and courses.
So what kinds of content can you create and publish?
Blog Posts Websites Short Reports eCourses eBooks eMails Kindle Books Actual Books Workbooks Resources Lists Infographics eNewsletters Print Newsletters Magazines Interviews Frequently Asked Questions Webinars Podcasts Slide Shows Video Courses Audio Courses Home Study Courses Step-by-step Tutorials Templates Presentations Screencasts Cheat Sheets Buyers Guides Membership Sites Member Forums Top Lists Stories Mindmaps Live Events Apps Software More ideas…
You can publish content everywhere – your site, your blog, your member’s area, your newsletter, etc.
You can give away content – such as an ebook or ecourse – to build your email list.
You can record audio and/or video versions of your book and sell it.
You can hold live webinars or in person workshops, then sell the recordings.
You can build traffic by sharing great content such as infographics and top lists on social media.
You can create video courses to sell and promote your video courses by giving away snippets of the course, or a ‘lighter’ version.
You can interview experts and use the interviews and the transcripts as products or giveaways or as content on a paid membership site.
You can combine your articles and blog posts into eBooks and print books!
If you’re not yet creating and publishing content, you might be missing out on a world of opportunities. And if you are, you might want to consider adding new types of content to further expand your reach, your business and your bottom line.
Weird but true… In the early part of the 20th century there was a massive campaign in the U.S. to abolish alcohol. Weirder still, this campaign actually won the day, and Prohibition became the 18th amendment. This made the U.S. a dry country in 1920 until the amendment was rightfully abolished in 1933.
So how does a movement influence people to take away one of their own rights?
With smart marketing.
First, in their campaign rhetoric the Anti-Saloon League made the issue an either/or choice.
Either you’re for children or you’re for alcohol.
Either you’re for our brave boys fighting the war, or you’re for alcohol.
As one advertisement featuring a picture of Whistler’s Mother read: “Which Gets Your Vote: Mother or The Saloon? Vote Dry.”
That’s right – either you’re for mothers or you’re for alcohol.
No middle ground. You don’t want to abolish alcohol? Then you hate your children, your boys overseas and your own mother.
A campaign like that wouldn’t fly today, would it?
😉
Today you either use the advertiser’s product or you’re not sexy, not worthy, not relevant, not important, etc.
If you don’t believe me, watch a few TV commercials and see for yourself.
Of course, you’ll want to be much more subtle when using this tactic in your own campaigns, but the tactic itself works as well as ever.
Second thing they did in their campaign was to eradicate the competition.
You’re a member of a state congress and you don’t want to abolish alcohol? Then we’ll run a smear campaign on you and get someone else elected who will vote our way.
No competition means easy victory.
Translate that to today’s marketing, and we don’t mean you should photoshop pictures of your competition doing evil deeds and post them on the front page.
Instead, you eliminate all competition by inventing your own class.
For example, instead of being one of a 100,000 weight loss coaches, you become the only sexy shape expert.
Third, they enlisted their competition in their crusade, working side-by-side with politicians who drank booze as long as those same politicians would vote against drinking.
In the world of online marketing, this translates into working with your nearest competitors as long as it increases sales.
This might be in the form of joint ventures, interviews, affiliate sales and so forth. No marketer is an island, and even those who appear to be in direct competition to your interests can often help you in your quest.
Fourth, they didn’t try to convince the masses, because they didn’t need to. All they had to do was switch just enough voters to their side to gain their 51% and win the day.
In online marketing, you don’t need to win every customer, nor should you try. Some customers will buy from you no matter what, and you should reward them but you don’t need to convince them. Some will never buy from you, and there’s no need to waste any time on those folks.
It’s the ones in the middle that you want to focus your efforts on to get them converted over to customers.
Fifth, they employed a new device that showed, not told, of the ‘horrors’ of alcohol. For a nickel viewers could see something new in the world – a motion picture version of the play, “Ten Nights in a Bar Room.” In this movie a drunken husband squanders his pay on drink, his daughter is injured while trying to bring him home, the man dies of drinking and the wife despairs of her lost family.
What a great piece of propaganda for the anti-booze movement, which helped to reinforce the belief that even one drop of alcohol could destroy not just individuals, but entire families.
Pretty crazy, right? But again there’s a lesson to be learned here: Show, don’t tell. In just a few minutes of showing how ‘evil’ alcohol was, the movement gained tremendous ground in convincing and converting voters to their side.
YouTube, anyone? 🙂
Bottom Line: The techniques that influence people don’t change, they just get more sophisticated with time. What influenced people a hundred years ago can still be translated into today’s terms to increase your own conversions.
First of all, let me clarify that introverts aren’t necessarily shy. They are, however, quieter than extroverts. Introverts talk plenty when they have something important to say, but they tend to stay quiet when the topic is small talk. Why? Because small talk isn’t important to them. Now, let’s say you have 2 salespeople – an extrovert and an introvert.
The extrovert is likely to talk – and talk – and talk – which is exactly what you expect from a sales person. And in the midst of all this talking, the extrovert will make sales.
But the introvert will do something the extrovert commonly fails to do – the introvert will ask questions and LISTEN to the answers.
I don’t mean they wait for the prospect to stop talking so they can begin extolling all the many benefits of the product. I mean they LISTEN. They want to know what’s keeping the prospect awake at night in relation to the problem the product solves. They want to know the prospect’s fears, desires, dreams, etc. They want to know what’s worked for the prospect, what’s failed for the prospect, and what that prospect really, truly wants so they can help this prospect get it.
And this same sales person will continue to use questions as they present their product or service, questions that direct the prospect to the desired conclusion – that this product is what they want and need.
Everything else being equal, 9 times out of 10 the introvert salesperson will outsell the extrovert – all because they asked questions and listened closely to the answers.
Introverted marketers have the same advantage as introverted sales people. They dig to discover what it is their prospects truly want. They ask questions, be it in person, over Skype, in forums, via email, etc. And they pay close attention to the answers.
These same marketers spend time researching what successful marketers are doing. They don’t assume they already have the answers – instead, they look to those who’ve succeeded and they ask how it was done and how it can be duplicated.
Now mind you, extroverts can master the skills of asking questions and listening to the answers as well as any introvert, if they try. It doesn’t come as naturally for them, but it will come with practice.
And if you look at the most successful people in the world, what you will find is they stand on the shoulders of those who came before. They asked questions, got the answers and used this knowledge to carve their place in the world.
Try it. Next time someone asks you for advice, ask them questions first. Next time someone asks about your product, ask them about their needs first. Next time someone is on a forum looking for help, ask them for more information. And then pay close attention to what they say before you make your reply.
It’s an almost unknown fact that asking the right questions and listening to the answers can be one of the highest paying skills in the world.
Since you’re making videos anyway, why not shoot for the zenith of online video marketing and go for viral? While you can never totally predict what will go viral and what won’t, there are some tricks to make it much more likely your video is the one your viewers will forward to others. Here’s 15 proven tips to make your next video go viral:
Don’t use a sad ending, even if it’s true. This reminds me of a time a video was shot of a firefighter resuscitating an unconscious kitten that had been trapped in a smoky home. Viral magic, right? Absolutely. This video went viral for every outlet that left out a key piece of information – despite being resuscitated, the kitten later died of smoke inhalation. Neetzan Zimmerman, editor at Gawker, was told by his editor to include the epilogue. Result – “That video did tremendously well for practically everyone who posted it, except Gawker.”
In fact, don’t evoke any sadness if sadness is the only emotion. Videos that inspire sadness are far less likely to get shared than videos that evoke almost any other emotion. However, a video can be sad and still be uplifting: For example, a heroic person who fought a disease, lost, but left a great legacy. It’s sad that they died, but it’s uplifting that they tried so hard and left a positive mark on the world.
Do use other emotions in your video. The emotions most likely to elicit that coveted share? Surprise, anticipation, joy, anger, awe, anxiety, happiness and humor. The stronger the emotion evoked, the better. Just think of what you like to share with others – odds are it’s videos that surprise and delight, or videos that inspire anger against a common enemy. What we don’t share are videos that might make others sad, unhappy or depressed.
Make the sharer look smart. Surprisingly, data compiled by Chartbeat – a company that measures online traffic – demonstrates that people forward things they haven’t even read or watched. This is ego-driven sharing; trying to look smart by sharing smart material. So for example, if your video teaches some cutting edge techniques, it’s likely to be shared by many who simply want to look smart to their friends. Of course, whether or not anyone will actually watch it could be another matter.
Make it practical. Useful content is highly viral because people love to share “news you can use” for two reasons: It helps others AND it makes them look good.
Tell a story. Even when you think stories aren’t applicable to your topic, they probably are. Stories are universal in that they can teach anything and people are hard wired to listen to them. Tell the story well enough, and it will be passed along.
Be outrageous. Do you remember WePay’s stunt of leaving a 600 pound block of ice at the front entrance to a PayPal conference? PayPal had been freezing people out of their own accounts, and so WePay froze the words, “PayPal Freezes Your Accounts” along with cash inside the giant ice block. Great stunt that got a lot of press, but WePay really blew it – they didn’t film the delivery of the ice block or people’s reaction to it. If they had, there’s no doubt their video would have gone viral.
Be controversial. Is everyone in your field saying one thing? Then perhaps you might want to say the opposite, especially if you believe it’s true. For example, in Internet Marketing everyone says “the money is in the list,” yet an excellent case can be made for other forms of IM that don’t involve list building. The key here is to debate issues that don’t hurt feelings. For example, a ‘chunky vs smooth peanut butter’ debate, or a ‘cats vs dogs’ debate won’t ruffle anyone’s feathers, yet they can inspire a lot of interest and interaction.
Be surprising. We alluded to this earlier – surprises get passed along and talked about more than almost anything else. Remember that video of a serene, tranquil scene that suddenly turned into a screaming demon? That wasn’t just surprising, it was shocking. You don’t have to go that far – hiding ‘easter eggs’ in your videos can make them viral. For example, a hidden URL that takes the viewer to something special, or what appears to be a naked person walking past in the background, or anything that is unexpected and fun.
Another kind of surprise is the “Cracker Jack Box surprise,” a toy hidden inside every box. It’s no surprise there’s a toy in there – they tell you that on every box. What is surprising is what the toy is. If you make a lot of videos, you might plant a ‘surprise’ in every one – it could be a bit of eye candy or a link to download something useful.
Make it an “experience.” This one takes some planning, but the potential upside is nothing short of huge. Remember the Blair Witch project? The movie promos made the movie ‘real’ to the viewers, and the viewers then become a part of the movie, getting pulled in as though it were a real life event. In fact, some people actually thought it was.
Make it interactive. Remember the Subservient Chicken from Burger King? Millions of people made that chicken dance. Or how about Office Max’s viral phenomenon, Elf Yourself? Upload photos of you and your family, and suddenly you’re in your own dancing elf holiday video.
Be funny. Or cute. Or both. If you can work footage of your kitten doing something hilarious into your video, go for it. People never get enough funny or enough cute. Then there’s just plain silly – like the Old Spice commercials. Short, fun and full of surprises, these go viral every time.
Capture the attention of a taste maker. Remember the video of Yosemite Bear Mountain saying “oh my god, oh my god” about the double rainbow? That video was online for 6 months before it took off and eventually got tens of millions of views. So what happened that finally started the flood of traffic? Jimmy Kimmel tweeted about the video, and after that it was a viral phenomena.
How do you get a taste maker to share your video? First, go after small taste makers within your own niche. Second, actually make the video with them in mind. What do they love? What do they share? Incorporate that element into your video and your odds go up dramatically that they’ll share it. Third, ask them to share it. It never hurts to ask.
Add a trigger. In the video “Friday,” the trigger is of course “Friday,” and while the video was popular it was shared and watched far more on Fridays than any other day. Remember Alice Cooper’s song, School’s Out? That song was released decades ago, yet it’s still played every late May and early June on thousands of radio stations.
Capture the attention of a particular community. This can be as simple as opening your video with something like, “This video is for avid gardeners only.” Or, “This video is for avid Red Sox fans only.” Then at the end of the video, ask them to share the video with fellow avid gardeners or die hard Red Sox fans. If you’ve incorporated other viral elements, this simple step can give your video the added push it needs to begin its viral journey.
Next time someone forwards you a video, ask yourself why they did that. What was it about that video that made them want to share it? You can learn a lot simply by watching viral videos and asking yourself, “how can I apply this to my videos?”
