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14 What the F?#K is
a Viral Coefficient? (Let’s do a little experiment) Viral coefficients appear as coefficients in the viral expansion of the pressure of a many-particle system in powers of the density, providing systematic corrections to the ideal gas law. They are characteristic of the interaction potential between the particles and in general depend on the temperature.
15 You're not just telling
a story for the sake of telling a story —you're using it to achieve your brand’s objectives. Viral Principle #1 | Know Your Objectives
16 Example: BlendTech – Will
it Blend? Tactic to Try #1 | Increase Market Share Every brand has Social Currency – something interesting that people will talk about, both online and offline. The job of a Brand Storyteller is to identify Social Currency and use it to help move the business forward.
17 Example: Corning | A
Day of Glass Tactic to Try #2 | Generate Leads A brand’s Social Currency doesn’t have to be whatever good or service is available today. In fact, some of the best Brand Stories provide a peek into the future, creating demand for products before they’re available.
18 Example: Dollar Shave Club
Tactic to Try #3 | Objection Handling Overcome resistance by crafting brand stories to handle sales objections. These can be fun, tongue-in-cheek ways to get new customers.
22 Example: Oreo: Dunk in
the Dark Tactic to Try #4 | Capitalize on Real-world Events Timing is everything. Keep your eyes and ears open for organic opportunities to hijack trending topics and news stories.
24 How You Craft Your
Story Tell your story through the words of others. Highlight the conflict and struggle. Stories are about mistakes and struggle, because that's how we learn.
25 Example: Domino’s | Pizza
Sucks Tactic to Try #5 | Good Guys + Bad Guys Every story has to have some kind of bad guy, or there's no story.
26 Example: Holstee | Manifesto
Tactic to try #6 | Motivate and Inspire Engage the senses – visuals and music. People remember stories better than facts, and they remember stories that engage the senses more than ones that don't.
27 Example: Kmart | Ship
my pants Tactic to Try #7 | Introduce New Products + Services Stories get people involved at a deeper level because they engage the senses and emotions and activate the brain. We learn more and remember better.