MAKE PEOPLE FEEL LIKE INSIDERS

So build a Social Currency–laden, Triggered, Emotional, Public, Practically Valuable Trojan Horse, but don’t forget to hide your message inside. Make sure your desired information is so embedded into the plot that people can’t tell the story without it.

Give people a way to make themselves look good while promoting their products and ideas along the way. There are three ways to do that: (1) find inner remarkability; (2) leverage game mechanics; and (3) make people feel like insiders.

Remarkable things provide social currency because they make the people who talk about them seem, well, more remarkable.

The person must be exposed to your content. This means that the person has to be following you on Twitter, be a fan of your page on Facebook, subscribe to your email list, and so on. The person must become aware of your specific piece of content (the idea you want to spread). He has to read your tweet or open your email message. The person must be