Spreading the word is not about learning the best social media technique. According to neuroscientist Emily Falk, the essence of a viral message is that the author cares deeply about it. If you care about something, your message is heartfelt and you naturally want to spread it. People pick up on that, so it spreads. So to go viral, don’t focus on your catchy headline, hook, visuals, or perceived uniqueness. Don’t spend too much energy trying to establish authority. Don’t even spend too much time researching your content. Readers respond to authenticity and voice. Contrary to what you might believe, the reader wants to hear what you have to say. They care less about how you appear. Can you learn to create a viral message? Not really, unless you can learn to care.