Contagious, How to Build Word of Mouth in the Digital Age by Jonah Berger
“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.
Word-of-mouth is between 8.5 and 30 times more effective than traditional media. Word-of-mouth is available to everyone. Whether you’re a Fortune 500 company trying to increase sales or a corner restaurant trying to raise awareness, a non-profit or a newbie politician, 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.
Jonah Berger is Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania. He studies social influence and social epidemics, or how products, ideas, and behaviours catch on and become popular.
— david sutil (@davidtenk) November 3, 2013