When you're planning your viral marketing strategy, it's important to keep in mind the basic requirements of every viral campaign. Without these, your stampede might turn out to be more like a leisurely stroll. To build a good viral campaign, make sure your plan includes A free product or service The product has to be easily transferable to another person It has to be able to scale easily It has to take advantage of other people's resources It has to be unique Over the next few pages, we’re going to take a look at each of these elements, and examine how you can use them to design and launch your own viral campaign. Don't worry. It's not as complicated as it looks! There is a Free Lunch, and You're Serving It Every single viral campaign begins with giving something away. Every one. It could be an ebook, a piece of software, an instructional video, or even a few laughs, but it has to be free. And when we say free, we mean free. Not free with an opt-in or a free trial. It has to be really free, because you're going to encourage your customers to share it with their friends, and no one wants to tell their sister she has to sign-up for your list to get the cool thing you're giving away. Now that doesn't mean you're giving away the farm. But you do need to give away great stuff. There's lots of ways you can do that, while still leaving your customers wanting more. For example, if you build and sell a software package that helps bloggers find free photos for use on their blog, you could offer a free version of the software that only searches one database instead of several. Or if you've written an ebook, you might release one chapter for free. One thing to remember, though, is that the free product must be useful all by itself. You're not releasing a free trial, you're essentially building two products. One which you'll give away and one which you will sell, and they both need to be valuable to your users. Free software that is so limited as to be worthless is not a good candidate for a viral campaign. The same is true for a chapter of an ebook that ends with a question. Get all in this eBook!

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