If you’re a regular reader of this blog—or if you’ve read Financial Blogging—you know that I’m a big fan of tightly defining your target audience when you sell your services. That’s also important when you want people to share your content, according to Jonah Berger in Contagious: Why Things Catch On.
You might think that content that has a broader audience is more likely to be shared… In fact, narrower content may actually be more likely to be shared because it reminds people of a specific friend or family member and makes them feel compelled to pass it along.
So, you get a double benefit when you write great narrowly targeted content.
- You engage your readers more deeply, increasing the likelihood that they’ll become clients.
- You boost the likelihood that readers will share what you write.
Should you read Contagious?
Contagious is an interesting read. It won’t give you many practical tips to make your content go viral. But it’ll deepen your understanding of the broader forces that make content catch on.
The book will reinforce your awareness of phenomena such as the power of emotions and stories to influence your readers.
Disclosure: If you click on an Amazon link in this post and then buy something, I will receive a small commission. I only link to books in which I find some value for my blog’s readers.