“Contagious” by Jonah Berger

The author 🖋

Jonah Berger is bestselling author, a marketing professor at the Wharton School of the University of Pennsylvania.

He’s sold over 1 millions books, published over 80 papers in top-tier academic journals and regularly consults Fortune 500 companies like Apple, Google and Nike as one of the leading authorities on the science of social influence and word-of-mouth marketing.

Key takeaways 🎓

1. Provide social currency

People share things that make them look good.

This principle emphasizes the importance of creating products/services/content that enhance the social status of the sharer.

Think of it as giving people bragging rights they can't wait to use - like having a cool secret or being the first to know about a trend - when we create something that gives people this feeling, they're more likely to tell others about it.

2. Get close to everyday triggers

Top of mind, tip of tongue.

This concept highlights the importance of creating mental links between our product/service/content and everyday things in people's environments.

Things that are frequently triggered by environmental cues are more likely to be talked about and shared with others (Kit Kat increased sales of their bars by linking them to coffee breaks, a daily routine for many).

3. Tap into emotion

Things that evoke strong emotions, whether positive or negative, are more likely to be shared.

This shows the power of creating emotional connections with our audience rather than just simply selling them something.

If we’re able to get people to feel something it significantly increases the chance for word-of-mouth promotion (which is the best form of marketing).

Closing thoughts 🧠

The book provides research-backed insights into the science behind understanding why certain things catch on and go viral while others don't.

I love the fact that Berger combines scientific research with engaging real-world examples, making it easy to understand for anyone - whether you’re new or a veteran in marketing.

BTW - he also has a cool resources section to help us apply the learnings from his books!