How conveying attainability to your consumer can improve word of mouth campaigns

[mandy]

...the Meskauskas elements to good viral marketing are Entertainment, Utility, Palpable Reward and Uniqueness. Between these basic elements and a successful campaign are two social element factors: Trust and Fair Exchange. I'm going to include another social element factor that plays a role in the viral marketing concepts in this discussion, something NextStage calls Attainability...

Imagine education or health providers broadcasting "You'll never get that degree." or "You'll never be as healthy as you want." These companies and others want people to believe they'll succeed going in. If not, why would someone spend their money on what the company's promoting?

So, the first lesson here is as follows: to create a successful viral campaign, make sure it is founded with Meskauskas' Entertainment, Utility, Palpable Reward and Uniqueness. Add some Trust and Fair Exchange. If the viral campaign requires people to be passive for some few moments (such as watching a video), make sure those few passive moments give them a sense of attainability...

full article: http://www.imediaconnection.com/content/9472.asp