Who Will Amplify This? And Why? - SparkToro

Search engines, social networks, content platforms, publications with influence, word of mouth—none of them work unless people engage and amplify. That “amplification” looks very different from channel to channel, of course. In word of mouth, it’s literally whether someone talks or types about you. With publications, it’s whether their editor(s) ch... See more

The people with followings, or those gatekeepers at the publications, events, email newsletters, blogs, journals, broadcasts, and accounts have three unique qualities when it comes to sharing your work (or writing about you, inviting you to their event, including your link in their newsletter, etc):

1. They’re driven by incentives to earn engagement an

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You’ve created a stellar email newsletter, but few subscribe. You’ve launched an intriguing podcast, but listeners are nonexistent. You’ve published an exceptional blog post, a compelling research report, a remarkable webinar, a top-notch video, a stunning visual… but the audience just isn’t showing up.

Think about the last thing you made that fell flat. When you created it, did you have a particular person in mind who would especially appreciate and benefit from that work? Or maybe a group of people?

The root of amplification is caring. People don’t engage-with, and platforms don’t amplify things they don’t care about. That caring almost exclusively comes from an emotional place, not a logical one. The process isn’t: “ is this high quality and reputable? If so, I shall share it. “

Instead, it’s, “ that made me feel something powerful, and I want... See more

If you want to earn the sharing behaviors that lead to your work reaching a greater audience than the one you’ve already got, you’ll need a great answer to this question:Who Will Amplify This? And Why?