A brand (or a new product offering) is initially nothing more than an idea and the ideas that spread are more likely to succeed than those that don’t. Seth Godin refers to them as ideavirus and believes that Ideas that spread, Win! which is true isn’t it?
These are the experts who tell all their colleagues or friends or admirers about a new product or service on which they are a perceived authority. Sneezers are the ones who launch and maintain the ideaviruses.
Every market has a few sneezers. They are often the early adopters, but not always. Finding and seducing these sneezers is the essential step in creating an ideavirus.The agents that spread ideavirus are none other than sneezers! How true! I love the way Seth has compared ideavirus agent to that of a cold which is spread by inhaling the airborne virus after individuals sneeze or cough.
So how do you create an idea that spreads? Simple – come to us! (Just kidding, although we’d love to hear from you). Don’t try to make a product for everybody, because that is a product for nobody. The sneezers in the ‘everybody market’ have too many choices and are too satisfied, which will make it difficult for you to grab their attention. Target a niche instead of a huge market. With a niche, you can segment a chunk of the mainstream, and create an ideavirus so focused that it overwhelms that small slice of the market that really and truly will respond to what you sell. The early adopters in this market niche are more eager to hear what you have to say and are more likely to talk about your product.
As Daniel Priestley says: Pick a battle you can win! Micro-niche and dominate.
We will discuss different types of sneezers in our next post. Stay tuned!