I remember, back in my munchkin days, I was in an office of some sort with my dad, waiting for an appointment. We were among a throng who were queued for our names to be called.
The receptionist ultimately announced, “Is there a Kjell Sherman here?”
To which my dad leaned over and whispered to me, “Go up there and tell her you’re the Kjell Sherman!”
I was too young to get it then, but I get it now.
There’s only one me and I must never forget it. But that’s not enough. If I want to make the most of being me, I must be remarkable in my own way.
That philosophy has helped me in sports. It’s also helping me in business, because being remarkable is the underlying theme in going viral.
In his book, Contagious: Why Things Catch On, Jonah Berger contends that remarkability is the engine that drives a level of interest in something that one person simply has to share with another, and another, and so forth, with each of those persons sharing with another, and another, and so forth.
Before you know it, Voilà! Houston, we have liftoff!
If you’ve made the decision that e-commerce is a strong choice for you, then you need to hone your ability to be remarkable.
Here’s why. To generate an income stream of primary proportions, you’ve got to go viral. Ultimately, that’s a function of the word-of-mouth interest you can generate in your product or service. With that as your goal, Berger lists a few of your challenges:
- Only 7% of total word-of-mouth happens online.
- 50% of YouTube videos get less than 500 views; only 0.33% — one-third of one percent — get more than a million.
- There is more word-of-mouth online about Cheerios than Disney World.
As you can surmise, your task is going to require patience and self-discipline. And a plan.
Berger recommends the STEPPS strategy. Check the link for elaboration, but here’s a summary of the elements he proscribes:
- Social Currency … Making people feel like they know something worth sharing.
- Triggers … Things that make others think about your product or service.
- Emotion … Creating a person’s need to share something.
- Public … People feel comfortable when they see their need is also in public demand.
- Practical Value … People see your product or service make sense in the perspective of their daily lives.
- Stories … Compelling narratives effectively drive your point home.
Here’s a glimpse of real-world remarkability. Japanese restaurants are Japanese restaurants, right? Especially in London, which has a lot of anything you can name.
Check out how Inamo adds remarkability to make its customers’ experience more engaging:
OK, we’ve got the concept and the elements. How do we put them to work? This might help:
Providing information is a service that has always been useful, but in this day and age, it’s become essential. As online entrepreneurs, we’re in an awesome position to capitalize on an opportunity that rewards the simple fact of being unique. That means we’re halfway there on our road to success. You now see the other half of the task.
So get out there and be remarkable!