Storytelling Is at the Heart of Virality [Video]
Editor’s note: Target Marketing and MarketingSherpa are teaming up to bring you some excellent videos about email marketing, fresh from the MarketingSherpa Email Summit. Check out the preview interview below, then sign up here to see an excerpt of the session and more from the summit, completely free.
"Word of mouth is obviously extremely important to an email marketer," says Jonah Berger, an assistant marketing professor at the University of Pennsylvania's Wharton School. That virality helps marketers grow their email lists, he tells MarketingSherpa reporter Courtney Eckerle. More highlights from the “Creating a Viral Environment to Serve Your Customers” video include:
- Put email recipients at the center of campaigns, Berger says. “Too often we think about the product.”
- A tip: “If it's a sales attempt, people aren't interested,” advises Berger. "Word of mouth is 10 times more effective than traditional advertising, because people know that they can trust it. ... We need to be more than a blatant sales attempt. We need to figure out how to give people useful content. How to activate emotion. How to tell stories. How to do these things that move beyond selling and more toward storytelling to be effective."
To hear Berger's excerpt, as well as all the other great sessions from the Email Summit, just register here.