Crafting Contagious: Generating Word of Mouth and Making Your Product or Idea Go Viral
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Contributor: Jonah Berger, PhD, James G. Campbell Assistant Professor of Marketing, The Wharton School, University of Pennsylvania, and author of Contagious: Why Things Catch On.
Make your message go viral by following six key principles.
Word of Mouth is the primary factor behind 20–50 percent of all purchasing decisions, and it’s ten times more effective than traditional advertising, according to a 2010 white paper published in the McKinsey Quarterly. The study predicts that word-of-mouth marketing will be a $5.6 billion industry by 2015.
But to get people talking about your product or idea, you need to understand why they talk and why some things get talked about and shared more often than others. Based on analyzing thousands of contagious messages, products, and ideas, there are six key principles (STEPPS) that can help get your idea or product talked about, shared, and imitated.
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