Other than advertising, how can you get people to try something new?

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Its especially hard if its a massively multiplayer game or a service of new ways people can interact with eachother. If they dont all try it at once, there wont be enough other people there to enjoy it with.

I prefer "going viral" instead of advertising. I'm trying to design things that are so different than whats out there, that when enough people start doing it together they will want to bring in their friends.

I try to keep the learning-curve really easy, but the average person's attention wont reach unless they're well motivated.

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