Contagious: How to Build Word of Mouth in The digital Age

Jonah Berger


In Circulation

Why are some products and ideas talked about more than others? Why do some articles make the most emailed list? Why do some YouTube videos go viral? Word-of-mouth. Whether through face-to-face conversations, emails from friends, or online product reviews, the information and opinions we get from others have a strong impact on our own behaviour. Indeed, word-of-mouth generates more than two times the sales of paid advertising and is the primary factor behind 20-50% of all purchasing decisions.It is between 8.5 and 30 times more effective than traditional media.

But want to know the best thing about word-of-mouth? It's available to everyone.Whether you're a Fortune 500 company trying to increase sales, a corner restaurant trying to raise awareness, a non-profit trying to fight obesity, or a newbie politician running for city council, word-of-mouth can help you succeed. And you don't have to have millions of dollars to spend on an advertising budget. You just have to get people to talk.The challenge, though, is how to do that. This book will show you how.

What will you learn from this book

  1. Social Currency: People share things that make them look good. Create content that enhances the social standing or knowledge of those who share it.

  2. Triggers: Link your product or idea to prevalent triggers in the environment. Associating with familiar cues increases the likelihood of being top-of-mind.

  3. Emotion: Emotions drive sharing. Craft content that evokes strong emotions, whether positive or negative, to increase its shareability.

  4. Public Visibility: Make your product or idea more observable to encourage imitation. The more people see others engaging with it, the more likely they are to join in.

  5. Practical Value: Useful information is more likely to be shared. If your content provides practical value, people are motivated to share it with others who may benefit.

  6. Stories and Narratives: Humans are wired to respond to stories. Craft a compelling narrative around your product or idea to make it more shareable and relatable.

  7. Understanding Social Influence: People often look to others for cues on how to behave. Highlight the popularity or adoption of your product to influence others to follow suit.

  8. Ease of Imitation: The more easily people can imitate a behavior or idea, the more likely it is to be contagious. Simplicity and accessibility are key.

  9. Build a Community: Foster a sense of community around your product or idea. Communities provide a platform for people to share and discuss, increasing word-of-mouth.

  10. Surprising Elements: Incorporate elements of surprise into your content. Unexpected or novel information is more likely to grab attention and be shared.

Language English
ISBN-10 1471111709
ISBN-13 9781471111709
No of pages 243
Font Size Medium
Book Publisher Simon & Schuster UK
Published Date 16 Jan 2014

About Author

Author : Jonah Berger

1 Books

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