Jonah Berger on Viral Marketing

Discover what makes products and ideas catch on and the six steps to crafting messages and information that people will share.

Introduction

• The power of viral marketing

1. Contagious Content

• Word-of-mouth marketing
• Having an online and offline strategy
• Six STEPPS to getting people to share

2. Social Currency

• Making people look good
• Making people feel like insiders
• Showing your inner remarkability

3. Triggers and Emotion

• Reminding people with triggers
• Finding your product's trigger
• Getting people to care with emotion
• Focusing on high-arousal feelings

4. Public and Practical Value

• Making things easier to see and imitate
• Making the private public
• Crafting useful and helpful content
• Highlight value through the rule of 100

5. Stories and Putting STEPPS into Practice

• Telling stories that carry your message
• Building the narrative
• Combining the six STEPPS