the paradox of viral marketing

The paradox of viral marketing is that great content and great campaigns go viral on their own, and no marketer on earth can make crappy content fly.

I’ve had several calls from prospective clients wanting to “use viral marketing” to breathe new life into tired marketing or fundraising programs. I’ve tried to be helpful but ultimately turned them away, usually with a (predictable) recommendation that they read the Purple Cow.
Here’s an example — This is going viral. Tell me how to “use” it?