Viral marketing is one of the most if not the most powerful way of advertising. I call it business at the speed of trust.

Viral Marketing

We are all influencers, influencing others, and we are all in turn influenced by those around us. We rarely do or try something new if there is no ‘social proof’. Before we go to see a movie we might ask some friends what they thought of it, we might read a review or look for clues from others that have seen the film to find out if it’s any good. Before we go on a holiday we might check out some travel advice sites like Trip Advisor or ask our work colleagues and neighbours about their holidays.

Viral Marketing

Usually when we want to buy a piece of software, fridge or new phone we like to go online to Google product reviews. I think you get the drift. We want social proof before we invest our hard-earned money or spend our precious time on a product or service. At the end of the day we trust each other more than a sales people or advertisers. From a ROI (Return On Investment) perspective viral marketing is one of the cheapest and most highly leveraged forms of advertising. Coupled with the exponential power of the internet, viral marketing gives you a very potent and powerful platform to get your message to the masses.

Viral Marketing

PDF's for Viral Marketing

Guerilla Marketing

Let's look at what makes this such a powerful tool! First of all, people need a reason to pass something along and send it viral. One of the best reasons you can give them for spreading your message is that it will make them money. If you are someone who sells your own products and operate your own affiliate program, creating a Rebrandable PDF is especially suited to you. You simply write an e-book or a special report with links to your products embedded in the PDF.

You then give the e-book away (or sell it cheaply) with reprint or redistribution rights. This means that you are giving the e-book buyers/recipients permission to rebrand the product links in the PDF with their own affiliate ID. When they pass on the e-book and a product is purchased through their affiliate link they will make a commission. This is a real incentive to pass the PDFs along! If you sell you own products, but do not run your own affiliate program yet, check out XXXXXXX. They have an easy system that allows to you create your own affiliate program. PDF files have another advantage over plain text files or html files posted on a website. They have a longer shelf life with individual readers.

Guerilla Marketing The typical reader will download a PDF file to their hard drives and then periodically notice it. Since disk space on their hard drives is so inexpensive, they often hesitate to delete the PDFs, even after they read them.

Viral Marketing

So they keep seeing your PDFs, and that increases the chance of them clicking a link and visiting your site, or at least passing your PDFs on. There are many tools that may help you create viral marketing materials, such as short reports like this one.

To produce this report, I used Microsoft Word but you can also use Open Office word processor, which is freely available from OpenOffice.org. Once you have all the material into a format that you like, just use the built-in PDF export feature to create a PDF that is easy to pass along to others. To create a viral PDF for affiliates, i.e. a PDF in which affiliate links can be rebranded, you can use a program called ViralPDF.

Guerilla Marketing

The whole idea of the marketing and sales is to play with the psychology of the consumers. In any campaign, efforts should be made it make it so influential that the decision making of the customer is totally in the favor of the company.

There are some tricks to manipulate the mind of the consumers, which can be utilized by not only ordinary sales person, but can be used by larger firms. Although they are used unknowingly, there is no set list.

Mutual exchanging is the first and powerful trick. The company can start with giving something for free to the customer. He will take it for the first time, but from next time he will feel obliged and will try to return the favor. Offering the product for free initially can do this. And if the customer is satisfied with the product, he will buy it for himself from next time. Some salespersons get confused with this principle.  For example, it is ineffective and wrong according to this principle, to quote ‘Spend over $25 and get a free t-shirt’. The offer is not free; the customer has to spend something to get the free product. The product being given should be totally free without any condition to be fulfilled. For example, the line ‘Get the latest lipstick shade absolutely free’ will do the trick. If the shade is really good, they will buy it the next time and might even think of buying other shades of lipstick.

The next trick is to present something as of high value, but the company should incur only small or no amount in producing it, like information. It can tempt the customer by saying that the information provided to them is a big time secret and is not known to anyone at all. But some mess it up, by saying that they are providing very valuable information, but it turns out to be another advertisement.

Another example is giving out free sample to the targeted customers. Again the mistake made here is that companies distribute samples of poor quality or rejected products. This certainly lowers the customers liking towards the product and he will assume that’s the way the product is actually and won’t go ahead to buy it.

Use words, which initiate immediate action, like ‘Limited time offer’, ‘Offer ending soon’, and ‘Offer till stocks lasts’ are really motivating. The customer gets the impression that the offer will end really soon as the products are limited edition and he should go out and buy it at the very first chance. This works well specially with customers who have an interest in collecting antiques, collectibles and anything which are not easily available.

Tricking the customer in making a commitment is another next good method to increase sales. The trick is to make the customer to take small steps toward the goal, without realizing about it. Like when the customer requests for some information, provide them with the relevant information for free and make them fill a form and take contact information from them. This is like committing to get offers and information about products in future. Do not advertise in this step. In the next step advertisements about products and services can be sent to the customer to the address provided by them. Conducting surveys is another example.

Lottery is another good method. When a person buys a lottery ticket, he fills his address on the ticket. This information can be used to contact the customer in future. In the above practices it’s very vital to not to advertise in the first step. Only after getting the customer contact information, should promotional mails be mailed to him. Long advertisements that are featured in the newspaper are a small twist to this trick. If the customer invests time to read the whole advertisement, he has committed and will surely respond to the ad.  
 

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