The author breaks down the five common denominators (plus an enabler) into 6 principles, providing a mnemonic STEPPS to hep you remember:
- Social Currency: the idea is that people share things that make themselves look good. This can be achieved through gamification, making a product rare, or some other means that ensures that people will rush to acquire your product or join your service.
- Triggers: the idea here is to attach your product to something that's encountered frequently, or failing that, to attach your product to an action or activity where buying your product is convenient. For instance, Rebecca Black's awful song, "Friday" gets triggered every time someone searches for Friday, whether or not they're looking for that song.
- Emotion. try to active high arousal emotions in viewers or the audience. Awe, Excitement, Amusement (seeing something funny), Anger and Anxiety are all far more effective than Contentment or Sadness.
- Public: make your product advertise its presence in as conspicuous a fashion as possible. Examples include Apple's white headphones, Macbook's Apple logos which glow every time a user opens it up, and of course, the bright-yellow Livestrong wrist-band.
- Practical: people love sharing practical tips, either big discounts or useful advice.
- Stories: this is the wrapper. What successful marketing campaigns achieve is to tie some (or all) of the above components together into a story in such a way that the product or brand is integral to the story.Without this last step your story/ad campaign might go viral, but your product will not benefit.