You’ve spent months, maybe years, developing a product or service. It’s innovative, solves a real problem, and, let’s be honest, you’re pretty proud of it. But then comes the reality check: no one’s talking about it. Your social media posts get a handful of likes, your ads barely convert, and that press release? It’s gathering digital dust.

Why? Because in today’s world, the best product doesn’t always win. The loudest, most memorable one does.

This hit me hard during a branding consultation with a startup founder who had poured everything into a revolutionary health tech device. The science was solid, the design sleek, but the brand? Forgettable. Why? They wanted to move fast, treating their brand as little more than a logo. They forgot that branding isn’t just aesthetics. It’s about storytelling, messaging, and aligning deeply with the fears and desires of their customers.

And health tech? It’s not just about gadgets. It’s about addressing anxieties, solving tangible health concerns, and giving people confidence in their well-being. This startup had the tech but missed the mark on connecting with their audience. That’s when I pulled out insights from my well-thumbed copies of Contagious by Jonah Berger and Made to Stick by Chip and Dan Heath.

These books aren’t just marketing manuals. They’re guides to understanding why people talk about some products and forget others. Berger explains the psychology behind ideas going viral with his STEPPS framework, while the Heath brothers focus on how to make messages unforgettable with their SUCCES model. Together, these frameworks can supercharge any brand, product, or personal story.

But let’s unpack these insights and see how they apply to you.

Jonah Berger’s Contagious reveals that virality isn’t luck. It’s a formula. His STEPPS framework breaks down six principles that make people share and talk about things.

1. Social Currency: Make People Look Good

People love sharing things that make them feel smart, exclusive, or part of the “in crowd.” It’s less about your product and more about how it makes them feel when they associate with it. Think of Tesla. It’s not just a car. It’s a flex. By owning a Tesla, people signal that they’re forward-thinking, eco-conscious, and tech-savvy. Tesla tapped into the social currency game so well that their customers became walking advertisements.

For your business, ask: Does your brand make your customers feel good about themselves? Is it something they’d want to brag about at brunch or share on social media?

2. Triggers: Stay Top of Mind

A trigger is a mental cue that reminds people of your product or message. The more frequently they encounter the trigger, the more they think about you. Remember “Got Milk?” The brilliance wasn’t just in the catchy slogan. The campaign tied milk to daily moments like cookies or cereal, making it impossible to eat those without thinking of milk.

To implement this, connect your product to everyday situations. Selling a productivity app? Make it synonymous with coffee breaks or morning routines.

3. Emotion: Make People Care

When people feel something, joy, anger, or awe, they’re far more likely to share. Berger’s research shows that high-arousal emotions, even negative ones, drive conversations. Think of Dove’s “Real Beauty” campaign. By challenging conventional beauty standards, it tapped into self-worth and empowerment, igniting millions of shares and conversations.

Ask yourself: What emotion does your product or brand evoke? If the answer is “none,” it’s time to rethink your story and talk with me.

4. Public: Build Visibility

“If it’s built to show, it’s built to grow.” People imitate what they see. If your product or service is visible and shareable, it’s more likely to spread. Apple’s white earbuds aren’t just headphones. They are a status symbol. Every time someone wears them, they signal, “I own an iPhone,” turning users into brand ambassadors.

Think about how your product can be more visible in everyday life. Can it stand out visually? Can it make your customers proud to show it off?

5. Practical Value: Be Useful

People love sharing useful information. Tips, tricks, or hacks that solve problems. If your product has practical value, it’s inherently shareable. Tasty’s recipe videos are the epitome of practical value. Quick, simple, and visually engaging, they became a viral phenomenon because they solved a universal problem: “What’s for dinner?”

Find ways to showcase your product’s utility. Create content that demonstrates its practical benefits in real-life scenarios.

6. Stories: Embed in a Narrative

Stories are how humans remember information. If you wrap your product in a compelling narrative, it’s more likely to stick. Warby Parker’s origin story: founders frustrated with overpriced glasses decide to disrupt the industry. They turned their brand into a relatable, David-versus-Goliath narrative. They weren’t just selling glasses. They were challenging the status quo.

What’s your brand’s story? Why should people care? Make your audience the hero of your narrative, and they’ll keep sharing it.

If Contagious teaches you how to make people talk about your product, Made to Stick ensures they’ll remember it. The Heath brothers’ SUCCES model breaks down six principles for unforgettable messages.

Simple: Focus on the Core

Strip your message to its essence. The more concise and clear, the more it resonates. Southwest Airlines’ mantra, “We are the low-fare airline,” isn’t just a tagline. It’s a crystal-clear promise.

Unexpected: Break Expectations

Surprise grabs attention. Unexpected twists make people stop, think, and remember. Dollar Shave Club’s launch video took a mundane product (razors) and made it hilariously irreverent. Razors weren’t exciting. Until they were.

Concrete: Make It Tangible

Abstract ideas fade. Concrete, relatable examples stick. Apple’s “1,000 songs in your pocket” wasn’t just a feature. It was a vivid image that captured the iPod’s value instantly.

Credible: Build Trust

People trust data, experts, and relatable testimonials. Amazon’s customer reviews create instant credibility by letting real people vouch for products.

Emotional: Connect Deeply

Facts inform, but emotions move people to act. Nike’s “Just Do It” isn’t about shoes. It’s about triumph over adversity. It makes you feel unstoppable.

Stories: Create Shareable Narratives

Stories are sticky. Embed your message in one, and it travels further. Airbnb’s host stories humanize their platform. They’re not selling stays. They’re selling connections.

The beauty of these frameworks is their versatility. Whether you’re launching a product, rethinking your brand strategy, or building your personal brand, the principles of Contagious and Made to Stick apply.

Marketing a Product

When crafting a campaign, ask yourself:

• Does this make my customers look good or feel special?
• Is it tied to something they encounter daily?
• Does it evoke emotion?
• Is it easy to see and talk about?
• Does it offer practical value?
• Does it tell a story?

Slack’s “Be less busy” campaign nailed it. It was simple, relatable, and emotionally resonant, positioning the product as a solution to a universal pain point.

Building a Personal Brand

Your personal brand is your story. Apply these principles to make it authentic and memorable:

• Share your journey, including the challenges and triumphs.
• Be consistent and credible in your messaging.
• Tap into the emotions of your audience, showing them why your mission matters.

Think of Simon Sinek’s “Start with Why.” His personal brand as a leadership expert is built on a simple, powerful idea and a story of how he discovered it.

Let’s go back to that health tech founder. By applying the principles from Contagious and Made to Stick, we reimagined their brand story. Instead of selling a device, they started selling peace of mind. The messaging shifted to focus on empowering users to take control of their health, backed by stories of real people who benefited from the device. It wasn’t just about the product anymore. It was about what it represented.

The result? Sales soared. New funding followed. And their product became memorable in a crowded market.

Marketing isn’t magic. It’s strategy. By leveraging frameworks like STEPPS and SUCCES, you can transform your product, service, or brand into something people not only notice but also remember and share.

Understand your audience. Tap into their emotions, solve their problems, and tell stories they want to retell. Whether you’re crafting an ad campaign, pitching investors, or building your personal brand, these principles are your guide to creating something that doesn’t just catch on but sticks.

So, take these insights and start applying them today. Make your message clear, your story compelling, and your brand unforgettable. 

Or just ask my team and me to help you get there. After all, in a world full of noise, it’s the ideas that stick and spread that win.

Takeaways

• Leverage Social Currency: Make people feel special for using or sharing your product.
• Tap Into Triggers: Tie your brand to everyday moments or cues.
• Use Stories: Embed your product or message in narratives people want to share.
• Be Simple and Concrete: Focus on clarity and relatable examples.
• Evoke Emotion: Connect with your audience on a deeper level.
• Prioritise Practical Value: Offer solutions people will find useful and worth sharing.