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"Tell Mary that John said that Kevin told Lucy that she heard that Brenda is attracted to her brother Jarvis." Did you also participate in this game at school, the pass information up the ladder. Did you ever wonder why rumours spread like wild fire? Well look no further then Viral Marketing. It has been an old way of passing information about something important to others who could be interested. Do you think that your business is important to tell the whole world about? Well then why do most people rather ignore this important marketing behemoth and settle for pay per click? I think its because they have been blindsided into believing that the world is too big to get noticed in and quietly go about their business. Viral marketing has some prerequisites or it will not work. The most important is news worthiness [the W.O.W. factor]. It must be so "juicy" that the person who decides not to spread it further should feel like they will incur a curse of the 10 plagues of Egypt. I am talking along the lines of chain mail but without the obvious threat that chain mails typical use. The news itself must make the person want to spread it just to prove to their contacts that they are in the know. People wish to feel important and giving them a reason from your business to feel important will turn them into your viral hosts to pass the message to others with the intent to pass it on further. The second prerequisite is it must pass to a relevant audience. Its no use telling bankers that the stock prices of their banks are up this year. Yes one of them might be a trader on the side but the majority will not feel the need to run and spread it, even though it affects them directly. So choose your audience wisely. The best is usually your satisfied customers, they will shout your praises on a mountain if you asked them. Many businesses are shy about asking or they do it informally and do not drive the great publicity they could gain for no extra advertising cost. The third prerequisite is the reward. Its my favourite radio station in all of internet marketing. W.I.I.F.M. [What's In It For Me]. I tune into that frequency because I know if I give a huge incentive the drive will not wane and fizzle out. Without a huge incentive you are singing to deaf ears and your customers will continue with their daily lives looking for another opportunity to enrich and simplify their lives. Do you notice that the three prerequisites are met by the spread of religion? How did the Bible spread? Because Jesus asked his disciples to go out and spread the Word to anyone who will listen. Who are your viral marketers? What about the people on your mailing list and your previous customers? [I mean no offence to any Religious devotees.] To understand the power of Viral marketing is to understand the true power of marketing in its most basic and highly effective form.
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