This weekend I wrote my most viral post ever.
I wrote it because my friend’s 23 year old daughter Megan died tragically. It seemed unfair, unexpected, and unreal.
I’ve written memorial tributes for about 10 years now. Without fail, the families appreciate the gesture. Most of the time, they share the post with others.
The one I wrote about Megan got over 1,000 Facebook likes. As far as I can determine, it has been viewed over 2,000 times. I lost count of how many times it was shared.
It helps to be popular, which Megan was.
The viral nature of this post got me thinking. What is it about such writing that makes such a hit?
I discovered three things.
First, it tells a story. We all love stories because we live them. When someone asks you about your weekend, you can say “fine” and be boring. Or you can tell someone a story.
Second, there is a character in the story you can relate to. You probably have something in common:
- You’re the same age.
- You went to the same school.
- You grew up in the same town.
- You’re facing the same kind of problem.
Relating to a character is powerful. If she solves a problem like yours, you feel you can. If she’s like you in several ways, you’ll see yourself in her shoes.
Third, offer value. There are a million blog posts someone can read. What makes yours better? Often it can be something as small as showing you understand what your reader is thinking.
Reveal the conversation going on in her head.
- Raise the nagging questions.
- Answer the objections.
- Show that her struggle is normal and okay.
- Then lead her along, step by step, to a little bit better way.
How did I do this in my post about Megan?
First, I introduced my readers to Megan. To be honest, I never met her. After the funeral, I had enough information to portray her essence with my words.
Second, I highlighted her best qualities. They were admirable ones –
- a great sense of humor
- a deep love for people
- a strong sense of dedication.
These qualities are not out of reach for you and me. You can learn to be funny. You can be intentionally interested in others. You can set goals for yourself and push hard to achieve them.
That is inspiring.
- Third, when you offer hope, you offer value. Everybody needs it. When you have it, you push onward to the prize. Without it, you give up your dreams, let yourself go, and even consider suicide.
Want your post to go viral?
- Tell a story.
- Make the character appealing and lovable.
- Give the reader hope he can do the same thing.
Do that and I’ll see you at the top.
