Advertising also helps, Jonah Berger says that word of mouth is more effective than advertising because it’s more persuasive and more targeted. They focus so much on getting people to talk that they ignore that part that really matters: what people are talking about.”, You don’t want to create a story that has people talking about the story and sharing it, but not talking about the organization behind it. I want to note that to really take away the most from this section you will want to read the book because he shares a lot of useful information to back up his point. “Another factor that affects whether deals seem valuable is their availability. Summary. He introduces the STEPPS formula that will help you to reach your sales goals and create a must-have product. Reading over some uncharitable reviews on Amazon, I saw that some felt Berger’s observations were “obvious,” and “common sense.”I disagree.Deep truths can seem obvious when someone smart simplifies them for us, but the process of actually identifying them is not a trivial one. When the ads said that only 37% of music was being paid for, the author implies the message was counterproductive. Wharton marketing professor Jonah Berger's new book, Contagious: Why Things Catch On, distills six principles that cause people to talk about … Aka if you are use to seeing an item at $1, then seeing it at $4 will seem insane even if that may be the norm in that place. (It’s in the Triggers chapter and is relevant to Triggers so I’m putting it in this section). Game mechanics “motivate us on an interpersonal level by encouraging social comparison.” People like to compare how they do compared to others, especially if it is a comparison against their friends. Putting a product on sales, even when the price stays the same, increases demand. As Jonah Berger puts it, “just as people use money to buy products or services, they use social currency to achieve desired positive impressions among their families, friends, and colleagues.”, Jonah says marketers need to use social currency to achieve great word-of-mouth for a product. Airlines turned loyalty into a status symbol.”. Similarly, when a presentation has finished and the presenter asks if there are any questions nobody asks anything, because while nobody else has probably understood, the public and visible tell us that we are probably the only ones who didn’t get it. The author provides a few examples of a few products that effectively used the observability principle. We use cookies to ensure that we give you the best experience on our website. A lesson or moral. There may not actually be a sale at all, but “setting a higher reference point made the first deal seem better even though the price was higher overall.”, So you are aware of the power of the word ‘sale,’ in a study, using the word ‘sale’ by an item when the price didn’t change at all increased sales by more than 50 percent. Jonah Berger says that interesting products receive more immediate word of mouth than boring ones, but interesting per se doesn’t sustain word of mouth over time. “As prospect theory illustrates, one key factor in highlighting incredible value is what people expect. One of the things he concluded was that triggers help drive ongoing word of mouth. The articles that were shared the most in his analysis of the NY Times Most Emailed list were articles that provoked awe, excitement, amusement, anger, or anxiety. You don ’ t somewhat increase the odds with some good knowledge, research and creativity information is popular! 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Mainly provoked sadness were not shared widely is what people expect use social currency: more remarkable products are about! Says that it works internally as we all love achievement, but here is a great overview the! What jonah found was that the most viral articles usually included high arousal emotions jonah suggests brands scarcity. It something that others will find interesting will give us social points price stays the same triggers over and,. Make your product will go viral, you better incorporate them in your marketing that affects deals... Icons can be labeled as social currency: more remarkable products are talked twice... Highly applicable to become popular is offered, iOS devices very quickly after being influenced a!

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