Emotion Targets Drive Virality

A framework for creating viral content by working backwards from emotional reactions, developed by Chris Quigley from his viral video agency experience.

Core Concept

• Begin with the end in mind - decide the emotional reaction before creating content
• Target specific emotional responses (LOL, WTF, OMG, etc.)
• People only share/act if they feel something
• High success rate: 8-9 out of 10 videos went viral using this method

Pre-Writing Questions

1. What reaction do I want? (emotional response)
2. What action do I want? (click, share, buy, etc.)
3. What one line/takeaway should they remember?

Writing Process

1. Copy Work Phase

• Start by copying great writing you admire
• Handwrite for 10-15 minutes before starting your own work
• Use this as a warm-up exercise

2. Drafting Phase

• Write quickly without self-judgment
• Accept that first drafts will be "dumb"
• Focus on getting ideas down

3. Incubation Phase

• Step away from the writing
• Let ideas process passively
• Can take 10 minutes to 48 hours
• Do other activities (walk, shower, etc.)

4. Editing Phase

• "Great writing is great editing"
• Most important part of the process
• "Kill your darlings" - remove unnecessary elements
• Focus on improving clarity and impact

Key Writing Tips

• Don't bury the lead - start with most important/provocative statement
• Write like you talk
• Use short sentences by default
• Vary sentence length for rhythm
• Target 6th-8th grade reading level
• Remove unnecessary words and jargon
• Write to one person, not an audience

Common Mistakes to Avoid

• Starting with too much context/background
• Overthinking the first draft
• Editing immediately after writing
• Using complicated vocabulary
• Writing how you were taught in school