Why Things Catch On - 10 Contagious Insights from Jonah Berger
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with 33voices The following insights & inspirational moments are based on the Interview Jonah Berger
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Jonah Berger is the James G. Campbell Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania. He has published dozens of articles in top-tier academic journals, and popular accounts of his work have appeared in places like The New York Times, The Wall Street Journal, The Washington Post, Science, Harvard Business Review, Wired, BusinessWeek, and Fast Company. His research has also been featured in The New York Times Magazine's annual "Year in Ideas" issue. He is the author of Contagious: Why Things Catch On. Listen to the full 33voices interview with Jonah at http://www.33voices.com/jonah-berger/audio
Transcript of Why Things Catch On - 10 Contagious Insights from Jonah Berger
with
33voices The following insights & inspirational moments
are based on the Interview
Jonah Berger
Assistant Professor of Marketing at the Wharton School at the
University of Pennsylvania
His work has been featured in The New York Times, The Wall Street Journal, The Washington Post, Science, Harvard Business Review, Wired, BusinessWeek,
and Fast Company
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Word of mouth is not random or luck,
it becomes a science when you understand the ‘Why’
No.1
when your customers become the conduit for your message, you’re having impact
No.2
Impact marketing is about advocacy –
Leverage word of mouth advocacy by following these 6 STEPPS:
Social Currency. Triggers.
Emotions. Public.
Practical Value. Stories.
No.3
We like to talk about things that enhance our self-esteem –
be remarkable
No.4
A strong Trigger can be much more effective than a catchy slogan –
what does your brand trigger?
No.5
We tend to share content that provokes more positive emotion –when we care, we share
No.6
33voicesJonah Berger - Positive Sharing (0.56)
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For something to be shareable, it has to be relevant –to have a practical value
No.7
Promoting a product over $100 – tell me how much money I’m going to save.
A product under $100 – tell me the Percentage
No.8
Stories are trustworthy –make it more believable by making it personal
No.9
It’s the message,not the messenger that makes your brand shareable
No.10
Really reflect...
What about your brand that boosts my self-esteem?
Really reflect...
