Going Viral: The 9 secrets of
irresistible marketing

By: Brent Coker
May 2016
Pearson Education
Distributed by Trans-Atlantic Publications Inc.
ISBN: 9781292129297
160 Pages, Illustrated
$42.50 Paper Original



Everyone wants their voice to be heard above the noise of other brands. But how do you get your messages to spread far and wide?


It’s not just down to luck. If you want to make an impact, you need to make your marketing messages magnetic and, in this fascinating book, Brent Coker will show you how. Packed full of practical techniques, expert research and real-life examples, you’ll quickly uncover the nine secrets of irresistible marketing that will work whatever the size of your company. Discover the science behind the world’s most viral ideas, learn how to create messages that people can’t resist sharing and effortlessly build your brand.


Going viral 
A different mindset

1. The Power of Share

Why sex doesn’t sell

When social status causes viral sharing 
It’s not about controversy 
The most shared image of all time 
An app gone viral 
Action plan for viral sharing 

2. Self-enhancement 
How a frustrating puzzle became the biggest selling toy in history 
Our natural tendency to criticise others 
Are your friends trying to make you jealous? 
Why gothics wear black

Board shorts and the environment 
People self-enhance in different ways 
Action plan for Self-enhancement 

3. Emotion 
Trevor’s flower shop 
Emotions and sharing 
Why a smile from a stranger makes us feel good 
A dramatic surprise on a quiet square

Where words fail, music speaks 
Memories, music, and emotion 
Dumb ways to die 
The power of mixed emotions 
Karma is feeling

Changing behaviour using emotions 
Action plan for using emotion 

4. Anticipation 
Why anticipation makes people share 
Fight or flight

Why people can’t help looking at blood and guts 
The magic three: humour, awe, and thrills 
Action plan for anticipation 

5. Affinity 
Jack’s motorcycle shop 
Affinity, and the art of building an iconic brand 
When annoying the neighbours is sharable

Oh Boy! 
First kiss 
World’s toughest job 
Can gift giving cause sharing? 
Action Plan for Affinity

6. Justice 
Fairness, Justice, and an Unfair advantage 
The little girls who showed the world 
Changing people’s beliefs 
Action plan for justice

7. Herding
Jim’s meusli mystery and the power of scarcity

How Ray Kroc got people to eat burgers 
Anti-Herders (and what makes cool ‘cool’ ?) 
Your opinions are not your own 
Action plan for herding

8. Groups 
The Dress 
Join the club 
Like a girl 
Action plan for groups initiated viral

9. Bump 
What’s wrong with video advertising 
The structure of BUMP 
How to include a brand 
Punchy bursts 
Hook, line and sinker 
Nonlinear time scenes 
Action plan for bump