Copy doesn't get shared because it states things clearly — it gets shared because it makes people feel something.

Jonah Berger and Katherine Milkman (2012, Journal of Marketing Research) analyzed every article The New York Times ran over three months to see which made the 'most-emailed' list. The finding: high-arousal emotions make content more shareable — positive awe, and negative anger and anxiety, all boost sharing; while low-arousal, deactivating emotions (like sadness) actually reduce sharing. The key insight: what drives spread is not just 'positive vs negative' but the level of physiological arousal — emotions that activate people and raise their heart rate are what drive action.

In Contagious, Berger sums up what makes content spread as six drivers — STEPPS: Social currency, Triggers, Emotion, Public, Practical value, Stories. The slogan for 'Emotion' is 'when we care, we share' — to ignite emotion, focus on feelings, not features: don't just list 'what specs the product has,' say 'how it makes you/others feel and what it changed.'