As we get older it seems to us that everyone talks in code. No one tells us what they really mean. Everything is hidden behind a veil of double talk.

But all is not lost. We found a copy of code breaking manual on web site of that well known code breaking magazine, Harpers Magazine.

It’s no ordinary code. This is special. We had many discussions before we decided to reveal secrets of code to you.

This is code you need to understand what us Brits are talking about.

It was found on a wall in European Courts of Justice and released to world, by a journalist for The Economist (who else we hear you ask) in 2004. We thought it so important to your survival in world that we have reproduced it here.

We hope it will change course of war against failed communication and create foundation for ongoing successful conversations.

Based on word ‘virus’ - viral marketing or viral business simply means it ‘spreads’ like a virus.

The roots of online viral marketing really took off when Microsoft gave away free email accounts - and advertised this at end of emails. ‘Get your own free HOTMAIL account’.

This spread like wild-fire - like a viral infection. Thus, Viral Marketing was truly born.

But this article isn’t about viral marketing, but rather about how to effectively contain or cure a particularly bad outbreak of ‘viral reputation’.

What is a viral reputation?……

Virus…… an infection that spreads rapidly. Reputation….. what others think about you.

This can either be positive or more often, negative.

If you are a regular reader of my articles, you will know that I encourage use of ‘phrases’ and ‘sayings’ to support or reinforce my point. Not one to disappoint my readers… so here is another classic example.

‘Prevention is better than cure’.

In most simple terms, this means it’s better to avoid it - than go through long, drawn out problems associated with finding cure to virus, In this case - YOUR specific virus.

In business, both online and off (or what I call ‘real-world’ business) - this can be categorised as follows:-

1. Product (or service) 2. Sales pitch. 3. Customer Relations.

1. Product (or service)

Whatever business you are in - you are selling something. An idea, a concept, a product, a service, a package, a solution….. it doesn’t really matter what it is.

However, two key principles are vital to ensure that you ‘prevent’ a negative viral reputation.

a) Ensure your product isn’t rubbish. HA! Sounds like common-sense? Take a look around you in world and see just how much trosh is for sale - and compare it with something better that does same or similar, for a similar price. Sell rubbish at your peril. People (just like you and me) HATE IT. And that’s how a ‘negative’ viral reputation begins.

b) Can your product / service prove that…. “it does exactly what it says on tin”? The ‘tin’ is proverbial - meaning that a tins of beans, really is a tin of beans. If you get peas instead….. you won’t be happy. Don’t claim (or over-claim / over-promote / over-market / overemphasise / over-sell) your product can do something it really can’t stand up to. If you do - then you start a ‘negative’ viral reputation.

2. Sales Pitch.

Or how you sell, market or promote your product. This is linked to (b) above - but can be a totally separate and deadly area, if you aren’t careful.

If you are selling your product / service etc., you need to put yourself in shoes of your potential customers. How would you react to YOUR sales pitch - advertising, marketing, and copy? Yes - it’s all about persuasion… but gentle and soft persuasion. Get customer to ‘buy-in’ - and don’t strong-arm them or force them.