8 Ways Make Your Message More Spreadable than Syphilis in a Slovakian Steam Room

Businesses that get talked about GET more business.


And if people aren’t actively telling their friends about you, your products and your services, they don’t exist.


Enter “spreadability.”

No, this has nothing to do with Ritz Crackers.

THE SECRET IS: You can’t “go viral” or “get people to start talking about you.”

What you CAN do is create an environment in which word of mouth is most likely to occur.

And you do that by making your message more spreadable.

Here are eight ways to do so:

1. Sell without selling. Spreadability is the result of subtly pitching your product in SUCH an entertaining way that customers never feel like they’re being sold. Joe Pulizzi from The Content Marketing Revolution wrote, “Stop thinking about pushing your product and start thinking about what your customers would do after engaging in your marketing. If the inclination is to spread the message, then you’ve done something right.” Are you SO good that people will voluntarily sign up to watch your marketing?

2. Think like a doctor. Marketers should hang out with doctors. Not because marketers are sick (even though some people might argue otherwise), but because there’s some overlap between the two disciplines. For example: “You can’t spread a disease that’s dormant.” That’s a medical truth. Interestingly, the word “dormant” comes from the Latin dormire, which means, “to sleep.”

Here are my questions: Which of your marketing efforts are asleep? Which of your marketing efforts are putting customers TO sleep? And who in your marketing department needs to wake up FROM their sleep? “Paging Dr. Bankruptcy, Dr. Bankruptcy. You have a patient waiting in Surgery 2.” How dormant is the disease you’re trying to spread?

3. The flu has feelings too. As cyberculture journalist Douglas Rushkoff suggested, “People don’t engage with each other to exchange viruses; people exchange viruses as an excuse to engage with each other.” And often times, they do so unintentionally.

And, as social networking blogger Izzie Neis explained, “From a marketers perspective, if you can engineer the perfect viral campaign, the people will be powerless to resist. They’ll be diffusing your ideas before they know what hit them.” How could you spread your virus to people without them even knowing, but without them even caring that they have it?

4. Reward the spreaders. Provide an incentive for users, customers, readers and viewers to spread your content. Give away freebies. Offer samples. Maybe even allow customers to tally a scorecard for every time they spread your idea. You could even structure an incentive system based on the customer’s number of “spread points,” much like airlines miles. Whatever it takes to ensure people truly believe they have something to gain by spreading the message. Because if they don’t, they won’t. What carrot can you dangle in front of your spreaders noses?

5. Sticky is for suckers. Sticky doesn’t necessarily mean viable. Spreadable, on the other hand, is powerful AND profitable. Henry Jenkins, Director of Comparative Media Studies at MIT, wrote a fantastic article on spreadability in 2009. He explained: “In the era of convergence culture, spreadable content is designed in a way to be circulated by grassroots intermediaries who pass it along to their friends or circulate it through larger communities.”

Lesson learned: Surrender control. Enable people to take YOUR idea into THEIR own hands. Openly embrace a “fan” mentality and transfer ownership to the customer. Find people that have big mouths, market to them – give them megaphones – then get out of the way. That’s how spreadability becomes long-term viability. Are you (truly) spreadable, or just sticky?

6. Unspreadable is the enemy. Ever tried to spread refrigerated butter? It’s near impossible. You almost always puncture a hole in the bread, right? Not exactly an efficient way to make a sandwich. Interestingly, in my research on spreadability, I came across an article from the Journal of Thermal Analysis and Calorimetry. It’s called, Melting Properties of Butter Fat, The Consistency of Butter and The Effect of Modification of Cream Ripening and Fatty Acid Composition.

Fascinating stuff. According to the Hungarian professors who wrote the piece, there is a close relationship between the consistency of butter and its product characteristics:

“The cold, unspreadable consistency of butter after taking it out of the refrigerator is a rightful objection on behalf of consumers. And it can only be improved by the combination of the heat-step cream ripening and enrichment with low melting point triglycerides to achieve stable consistency at room temperature.”

Now, if you’re like me, you probably have no idea what the hell that means. But stay with me here. Because this article proves, scientifically, that spreadability is directly related to high quality ingredients. And that doesn’t just go for butter. In marketing, the same principle applies:

Shtick isn’t enough – you’ve got to support remarkability with substance.

Otherwise customers aren’t going to tell their friends about you. What does your product have going for it that surpasses baseline remarkability?

7. Medium AND message. As Duncan Watts says in the bestselling Six Degrees, “The structure of the network is perhaps more important in predicting the spread of content than the nature of the content.” Lesson learned: Viral marketing is a social animal. So, whatever message you’re spreading, don’t just focus on the content – but on the needs of the people you’re asking to spread that content. What do your followers crave?

8. Propagation planning. “Plan not for the people you reach, but for the people they reach,” says Griffin Farley, noted spreadability thought leader. That’s the central idea behind propagation planning, something I recently learned about from reading Griffin’s blog.

I also learned about propagation planning from Ivan Pollard, who said:

“Plant the message or bits of the message in various places in such a way that people pull the entire message or components of the message down. Let them play with the stuff you give them. Get involved with it. Package it back up again in a way that reflects their take on it (even if it is just adding a comment), then pass it on to people in their network or circle.”

In the process of doing this, says Ivan, the message gets stronger and more powerful as it moves on – not weaker and more fragmented. Think mash-up. Think parody videos. Are you forgetting about your customer’s customer?

REMEMBER: If you don’t spread – you’re dead.

Now if you’ll excuse me, all this talk about being spreadable is making me hungry.

I see a box of Ritz Crackers in my future.

How are you boosting your spreadability?

For the list called, “123 Questions Every Salesperson Should Ask,” send an email to me, and you win the list for free!

* * * *
Scott Ginsberg
That Guy with the Nametag
Author, Speaker, Coach, Entrepreneur

Need to build your Thought Leadership Platform?

Perhaps my monthly (or yearly) coaching program would help.

Rent Scott’s Brain today!

8 Ways to become More Buyable than a Bottle of Viagra at a Boca Raton Bingo Hall

“I just cannot WAIT to send you a check!”

How cool would it be if your customers thought that? How profitable would it be if your customers SAID that?


And the best part is, this concept has nothing to do with selling; but rather, enabling people to buy.

IN SHORT: Being buyable.

AND HERE’S THE DISTINCTION: Most salespeople constantly run around asking prospects, “Do you want to buy me?”

On the other hand, buyable salespeople don’t run – they position. And they do so in a value-driven, unique role so prospects say to them, “We want to buy you!”

MY QUESTION IS: How’s your buyability?

Not strong enough? Not a problem. Let’s explore a list of eight strategies for becoming more buyable than a bottle of Viagra at a bingo hall.

1. Migrate fans into paying customers. In order to do so, you MUST deliver unique value first. Ideally: Meaningful, concrete and immediate answers that will help your customers grow their business – delivered via email, blogging, a public presentation or an in-person meeting.

And, yes, this migration process may take months, even years. The question you have to ask yourself is: What are you willing to LOSE on the first sale in order to guarantee a relationship? Time? Lunch? Money? Free samples? A few hundred bucks?

It might be worth it. Start building your migration strategy today. How long will it take to turn strangers into friends, friends into fans and fans into paying customers?

2. Try your customer’s head on. First, ask yourself: “If I were my customer, what would I want to buy from me next?” Second, ask your customers, “What new offering would you LOVE to see from me that I don’t currently offer?”

Example: I recently asked that very question to the 20,000 subscribers of HELLO, my name is Ezine. I also offered a free book to whomever offered the best most helpful suggestion. Sure enough, heaps of emails came in. My customers’ feedback was priceless. I even modified one of my future programs accordingly.

Lesson learned: Your customers will tell you how to sell to them. Remember what sales legend Jeffrey Gitomer reminds us, “People hate to be sold, but they love to buy.” Are you giving your customers permission to tell you how to serve them better?

3. More isn’t more. All you can eat buffets are great for heart disease, but ghastly for business. Here’s why: Choice saturation paralyzes people into inaction. And confused minds never buy. Conversely, the less you offer, the easier it is for people to refer TO and FROM you.

Not to mention, when you remove choices, you also remove the threat of rejection. Your mission is to arrange things so that selling is easy. And the first step to doing so is simple: Offer less.

In Seth Godin’s very short ebook, Do Less, he writes: “By not cluttering your life and reputation with a string of low-budget process, you actually increase your chances of getting great projects in the future.” What if you stopped giving customers so many choices, or any choice at all?

4. Reopen the wound. Here’s the reality: If there’s nothing bleeding, customers won’t think they need you. This doesn’t mean you should act like an evil pharmaceutical company that manufactures bogus diseases so they can push pills (ahem, Restless Leg Syndrome).

Rather, your job is to serve as a reminder. As if to say to your customers, “I think you’re forgetting that you have this problem, and it hasn’t gone away. So, if you want to eliminate it, you need to call me.” It’s all about framing. Presenting offerings in a way where resistance is impossible. Helping them WANT it. What were you designed to cure?

5. Keep asking: What’s next? According to the owner of Honest Selling and the founder of Yellow Tie International, Gil Wagner, “These are the two strongest words for maintaining control of the buying conversation.”

I agree. Especially on email. Especially when you’ve done your part and you’re waiting for the prospect to make a move. Instead of appearing too pushy, all you have to do is ask, “What’s next?” Period. End of email. You’ll find that it’s is a conversation-advancer, a time-saver and an action-oriented request that demonstrates your willingness to cut to the chase and move forward.

I’ve been using it almost daily since 2005, and I’m constantly amazed how (a) how many sales I’ve closed because of it, and (2) how much customers appreciate it. Remember: The listener controls. Are you asking simple, yet powerful questions to become more buyable?

6. People sell – products don’t. People buy people first. Period. So, if you notice a lack of buyability, realize that customers aren’t resisting the product – they are resisting you. Conversely, buyable people (and businesses) are the ones customers think, “Dude, we would be nuts NOT to hire this guy!” How could you become more irresistible?

7. Become a known-entity. The best way to do so is to achieve what I call “Radar Equity.” And it begins by asking yourself five few questions:

a. Whose radar do I want to be on?
b. What do I want to happen as a result of being on it?
c. Who do I know that is already on that radar?
d. What steps have they taken to get there?
e. What actions could I take to emulate those steps?

Remember: The secret to Radar Equity is that you have to EARN the right to be on it. That means publishing. That means social networking. That means OFF-line networking. Whatever it takes. How can you position yourself so thousands of people whom you never met will get to know you instantly?

8. Put yourself in their future. “I’m going to be happier at the end of this transaction because I gave you money.” This is what your prospects need to think. So, the first step toward reaching that future is to activate mental ownership. And you do this by helping the customers visualize the END.

The benefit of the benefit of the benefit of the benefit. The customers of the customers. Not just a mowed lawn – their kids and dogs playing in the freshly cut grass. Not just a rental car – their feeling of getting the hell out of the airport quickly. How are you traveling through time to put yourself in your customer’s future?

REMEMBER: Selling is for amateurs – enabling people to buy is the secret.

Ultimately, buyability is about creating a value-forward relationship within the client environment.

Do that, and they might actually become excited about sending you a check.

Then you can buy all the Viagra you want!

How are you boosting your buyability?

For the list called, “134 Questions Every Salesperson Should Ask,” send an email to me, and you win the list for free!

* * * *
Scott Ginsberg
That Guy with the Nametag
Author, Speaker, Coach, Entrepreneur

Need to build your Thought Leadership Platform?

Perhaps my monthly (or yearly) coaching program would help.

Rent Scott’s Brain today!

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