There are products that no one talks about and then there are those that seem unforgettable. Some experiences are talked about in almost every corner of the Earth. Some brands appear to have made a permanent home in the public consciousness.
So, how do you design something that people can’t stop talking about?
Start with the conversation and work backwards.
Did you hear about ______?
Observe people’s expressions during a conversation, what makes their eyes light up? It’s usually when people start describing extraordinary things. If people think something will make a significant impact in their lives, they will talk about it. The more impactful a product is, the more conversations it will generate. What will make people say that your product is the best way to address a particular need?
Pinpoint when they will tell their friends.
If you need ______, you should just get ______?
When someone knows about your product, they will feel an urge to talk about it whenever they come across a particular situation. As soon as someone tells you that they’re craving a burger, your mind goes into recommendation mode. You’ll feel the need to figure out exactly which burger to recommend. If you like this person, you will recommend a burger that gave you an exceptional experience. You might start talking about the qualities of this burger and how it is different from the others just like a salesperson. What situations will cause people to talk about your product?
Your users aren’t the only ones talking.
I just can’t get over how incredible ______ is.
It’s interesting how people will recommend something without ever trying it themselves. When you do a great job at conveying the benefits of your product, even non-users will become your advocates. This phenomenon is also made possible because of the growing cultural shift towards publishing experiences around products. When you hear several people saying that a particular car is incredible, you will start believing that it is without ever having driven it. You’ll start talking about it almost as if you own one. How will the people who don’t even use your product talk about it?
