Andy wrote this short and sweet article here: (reproduced)
"Your topics are what fuel you word of mouth. A great one isn’t a slogan or a generic brand message — it’s something simple that spreads easily among friends. And remember, if your topic works well in a traditional press release, it’s probably a bad one.
What to look for:
- Emotional. People share things that make them happy — the funny, surprising, and remarkable elements of products and experiences.
- Portable. A portable topic is something that can be slapped in a blog post, an e-mail signature, or a T-shirt. If it’s too complicated or needs explaining, nobody will repeat it.
- Repeatable. If someone has to make an effort to remember what to say, they won’t say anything."
