Neil Glassman just posted a great blog entry about Jonah Berger’s 7 Essential Aspects of Word of Mouth Marketing, which breaks down the word of mouth process into seven factors against which marketing initiatives can be designed and tested.

The seven aspects are:

  1. The brand advertises itself
  2. Sharing has some social currency
  3. There’s a practical value to the information
  4. Things that evoke strong emotions get talked about
  5. Brands can give us a common ground with strangers
  6. There are many triggers that can be leveraged
  7. Good stories get talked about

If you really want to dig into the science of Berger’s research, see:


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