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A great topic isn’t a slogan or a generic brand message — it’s something simple that spreads easily among friends. Here are three elements to look for when creating yours:
1> Emotional
2> Portable
3> Repeatable
1> Emotional
Get people sharing by giving them topics that make them happy. It’s things that excite them, surprise them, or make them feel good. Your emotional topics may involve stuff that makes them look like insiders, things that are goofy and funny, or features that are outrageous or bizarre.
2> Portable
A portable topic is something that can be slapped in a blog post, an e-mail signature, or a T-shirt. It’s a universal phrase or short sentence that can survive on its own. If it’s too complicated or needs explaining, your message will die from a lack of portability.
3> Repeatable
Similar to portability, if someone has to make an effort to remember what to say, they won’t say anything. The topics that get repeated are based around single ideas that are easy to share. Things like brand statements and jargon-filled “elevator pitches” often involve multiple messages; a repeatable topic is said in about a second and can make it through the telephone game — something like: “They serve fresh cookies in the lobby.”
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