30 reviews between Mar 05, 2022 and Aug 04, 2023.
Contagious: Why Things Catch On is an entertaining and insightful book that explores the factors that make ideas and products go viral. With practical examples and easy-to-understand writing, the author delves into the core principles of contagious marketing. While some readers find it slightly outdated, the book still delivers on its promises and provides a fresh perspective on marketing strategies. Overall, it's a must-read for marketers and anyone interested in understanding human behavior.Contagious: Why Things Catch On: Berger, Jonah: 9781451686579: Books
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30 reviews between Mar 05, 2022 and Aug 04, 2023.
I read many books as part of learning the management and development of a startup, and this is the book I liked the most so far. A reading experience, based on interesting stories that allow me to apply the content to the needs of my organization. warm recommendation.
Unlike other books that promise a magic formula, this ones gives several components with solid examples of why some things catch on. Its an interesting theory, but the research mentioned doesn't mention sample sizes so it may be anecdotal more than factual.
It doesn't matter. The writing was entertaining and easy to understand with lots of examples. Even if you're not into marketing, this book is a fun read about human behavior.
This book is a great argument for the theory that we always act with self-interest in mind, because that’s how we are made. The irony is that the author would most likely disagree with this theory—a possibility based upon my reading of this book—while his work, through its research and storytelling, sublimates it, while simultaneously denying it. The author’s notion of cachet, even by itself, is suggestive. We do what we do for ourselves, to satisfy some desire, urge, or need within. Marketers who recognize this and appeal to it are far more likely to succeed than those who don’t. It’s neither good nor evil; it is, and that’s that. Appeal to it to succeed. Ignore it and be mediocre.
Loved the fact that each chapter focuses on exactly one of the core principles that the author wants to share. There are a lot of examples give in each chapter. Although interesting, at times, they can distract from the core idea. But this gets corrected in the summary at the end of each chapter, which is nice.
The box was delivered to the wrong house with a very different address. Even so, my neighbor delivered it and we laughed at the typical aspect... The book is very revealing as to how advertisers stimulate us to buy, with an almost irresistible zeal.
Essential for everyone to read ...
Still the best book of the field!
An outstanding analysis blended with the superb content.Everyone can learn how to improve by using the six core principles that drive products and ideas to catch on!
As a published author, how to sell books has been such a long, winding and confusing journey. If I am there in person, I can sell them hand over fist. Put them on a shelf in a store without me and they languish. I was really excited to read this book and see what it had to offer. I wasn't disappointed.
Right at the start it talked about how important creating word of mouth was for an idea or product to go viral. There were several examples included as well as as statistics and the science behind what was happening which I appreciate. Word of mouth outstrips traditional advertising, but the door is open. Whether you use speaking engagements, media opportunities, face-to-face, social media, or even traditional advertising - the goal is to create a buzz. You must be thoughtful, purposeful and more than anything - interesting. No matter what path you take, if what you present isn't worthy of people re-sharing and passing on, you're wasting your time.
I am in the process of rethinking my strategies. One I had let slip by the wayside has come forward again as it is unique and "buzz-worthy." It is a proven attention getter. Time to charge it up again as well as develop some new ones. Others can be let go as boring and expected. How I spend my time on promoting my books will definitely be changing.
Jonah gave great examples of the breakdown of ideas and products going viral. Also, gives a good formula to create a contagious idea or products that carries around the world.
STEPSS as an acronym is simple, yet makes a lot of sense. The read was easy, practical examples provided. I will try these steps with my social media posts to see it's effectiveness.
I work in the marketing field and this book hits all 4 of my criteria for an essential marketing read.
1) For one a good marketing book should enlighten me to some facts and ideas that I was unaware of or seem counter intuitive. This helps me re-frame or add valuable info to my own marketing programs and those of my clients. Contagious delivers. Did you know that although traditional advertising has it's place, that according to Jonah, "word of mouth from everyday Joes and Janes is at least ten times as effective"? I did... but it never hurts to hear it again and reinforce the incredible value in getting people talking.
2) Another indication of a successful and valuable marketing book to me is if it spurs ideas. If a book triggers heavy brainstorming about my own marketing methods, ideas for new products, or better ways to communicate the value of sticky promotional items to customers, I'm all in. I found myself constantly putting down the book and writing down ideas.
Contagious is about helping ideas spread, which really taps into what I constantly preach about the power of custom promotional stickers. Jonah poses this question, which obviously can be considered through a promotional product lens;
"What good is status if no one else knows you have it?"
"If people get something not everybody else has, it makes them feel special, unique, high status. And because of that they'll not only like a product or service more, but tell others about it... Having insider knowledge is social currency."
This book was well worth my money and time just for the chapter on Social Currency.
3) Case studies and stories not only make a book easier and more fun to read, but stories also are a more effective way to transfer information and learn. Would you rather hear (or read) a great story or sit down with a textbook or look at some advertisements? Stories, therefor are also an important part of making something contagious as well.
"One good story about a mechanic who fixed a problem without charging is worth dozens of observations and years of trial and error. Stories save time and hassle and give people the information they need in a way that's easier to remember." - Jonah Berger
4) Not a prerequisite for a good marketing book, but certainly worth bonus points in my mind, is mentioning stickers at all. After all, in my opinion promotional stickers are one of the best valued, guerrilla marketing tools available and in most marketing books they are ignored. They can be integral tool in helping ideas and businesses spread and catch on.
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