Three rules for making something quick and easy to spread:
- Keep it familiar. Don’t talk about Pavlov’s dog unless you’re speaking to behavioral psychologists
- Bang them in the head with a shovel. Subtlety will get you nowhere.
- Never challenge their beliefs. Just add to them.
People will spread something en masse only if they already believe it and aren’t afraid to say it.
In other words, deep learning isn’t a social construct, it’s an individual one. Just like how marriage counselors tell fighting spouses that ‘change can only come from within,’ deep learning and influence can only occur at the individual level.
This is why you always see biases in the media. This is why people think the AFA is free healthcare. This is also why nobody really feels normal.
Feeling normal means you accept popularity for popularity’s sake, and the average intelligence of most people is far above what ‘popular’ is capable of spreading.
So when you’re looking to take a message and change people with it, more eyes DOES NOT equal more influence at a certain point. It means that whatever you were doing or saying was going to happen anyway without your help, thank you.
If you want to influence people for the better, popularity isn’t your goal. Your goal is to focus on the 1% of your target market who already believe in your cause and amplify their message. Make it familiar. Make it bang someone in the head when they hear it. And make it add to people’s lives, don’t take away from them.