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A real pleasure to welcome Jonah Berger to Intrepid Radio! He joined me to discuss his book, Contagious: Why Things Catch On.
Jonah is a professor of marketing at The Wharton School at the University of Pennsylvania. Learn more about Jonah Berger and his work here.
Discussion topics included:
1. The six principles that make things contagious:
Social Currency
Triggers
Emotion
Public
Practical Value
Stories (and how stories are like the Trojan Horse)
2. While strategy and tactics matter, sometimes it really is just about how to move people to action. People are rarely inspired by advertising. But they are motivated by what people they care about are saying.
3. The importance of social influence. Yes, I am afraid, it DOES matter.
4. While many people say things to me like “Oh Todd, this is nice material, but it doesn’t apply to what I am marketing,” Jonah explains how these principles apply to, well, everything… Large corporations. Small businesses. Non-profits. Political campaigns. Individual sales reps. And so on…
5. In what I think it the most important point, this doen’t only happen online. The real impacts happen with OFFLINE communication. Jonah shares a statistic that will BLOW YOUR MIND.
This interview, and this book, will help position your ideas and products to become talkable, go viral, and become popular. Enjoy the conversation!
You can purchase Jonah’s book here (affiliate link):
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He is a former marketing strategist, national political operative, and lobbyist.
Todd has published five books, writes a business + lifestyle column, is a distance runner, and lives in Chicago with his wife Stephanie + family.
“Encourage people to think about your idea.” Love this … and I think we do this naturally without even thinking about it! When I see an article about x, I will send it off to friend A or when I see a mindblowing image of y, I’ll text it to friend b. People are always sending me articles about animation and videos of Brazilian Jiu-Jitsu bc I talk nonstop about both and I now pop up whenever people see stuff related to those subjects.
When I was a freelance graphic designer, I went to events and meetups in which I was one of very few graphic designers so it made it easy for people to think of me when they needed design work.
Enjoyed the interview!
Havanna, this is exactly why you should be talking about areas of interest (not business) on social media. This is to plant subconscious seeds into people’s minds to form a deeper human connection. This obviously, helps business development too…
Thanks for listening!