What’s one or two techniques that can help word of mouth develop? I find myself looking for things to watch and listen to based on what my friends tell me, and products to buy. Matt Abrahams: Certainly word of mouth is powerful. So in Contagious, I talk about those factors that drive word of mouth and drive consumer behavior and, more importantly, how we can leverage them to craft contagious content – how we can leverage them to build messages and ideas and products and presentations that will spread and catch on. ![]() Again and again we saw the same six factors come up. We’ve looked at thousands of pieces of online content, tens of thousands of brands, millions of purchases around the United States and around the world. And so Contagious is all about “Yes, word of mouth has power, but how do we get it?”Īnd so I spent a long time studying the science of word of mouth, why people talk and why people share about some things rather than others. If we can turn customers into advocates, if we can turn listeners and colleagues into supporters, if we can get them to share our message, not only will have more reach - reach a broader set of people with that message - but we’ll have much more impact. And sure, what we do matters - what we say in that presentation or, as marketers, what we say in an advertisement might have an impact - but we can have a much larger impact if we can get other people talking about our stuff. So whether we’re making a presentation, whether we’re selling a product, we often want people to support what we’re doing. So I think one of the main takeaways from that book is the power of word of mouth and how to use it. Can you distill down a few of the key tools and tactics we can deploy in our communication to help our ideas catch on? In your book, Contagious: Why Things Catch On, you talk about what makes ideas, products, and services become popular. Persuasion and influence are topics that our listeners are thirsty to learn more about. Matt Abrahams: Yeah, I’m super-excited for our conversation. Jonah Berger: Thanks so much for having me. Welcome, Jonah, and thanks for being here. I look forward to discussing Jonah’s research, his writings, and his new book, Magic Words. Jonah is now a professor at Wharton, a consultant, speaker, and author of several incredibly educational and fun books, including Contagious: Why Things Catch On, The Catalyst: How to Change Anyone’s Mind, and Invisible Influence: The Hidden Forces that Shape Behavior. ![]() He studied with one of our previous guests, Chip Heath. ![]() He was an undergrad here and then went on to the GSB to earn his PhD. Jonah is no stranger to Stanford and the GSB. Today I am really excited to speak with Jonah Berger. Welcome to Think Fast, Talk Smart: The Podcast. My name is Matt Abrahams, and I teach Strategic Communication at Stanford Graduate School of Business. Join me as we take a deep dive into wording. Leveraging language can help us achieve our communication goals.
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