Summary : Contagious – Jonah Berger

Rule of 100” – for price points of $100 or less, a percentage discount will seem larger. For price points over $100, numerical discounts will be more attractive. To illustrate:
20 percent off a $25 shirt sounds more impressive than saying $5 off.
A $2,000 laptop for only $1,599 will have more impact than stating it is 20% off.

People like to help others. Therefore, if you have an idea that is a genuine benefit, they will spread the word. Highlight the true value of your product or idea and then package your knowledge and expertise so others can pass it on.
“Useful things are important. People don’t just value practical information, they share it. Offering practical value helps make things contagious.”

People don’t share information – they tell stories.

People don’t share information – they tell stories. If you can wrap your idea into the broader narrative of a story people want to share, they will spread the word. The trick is to make your message so integral people can’t tell the story without it.

What is your Trojan horse – your hidden message?
Is your product or idea embedded in a story people want to share?
Is the story you’re putting together full of helpful information?
What can you do which is so extraordinary you cut through the clutter?
What stories are people already telling that you can pick up on and amplify?

You might be tempted to think this is just a matter of random luck but it’s usually not. Products or ideas become contagious whenever and wherever six key STEPPS principles come into play:

Disney uses this principle to increase demand for its back catalog of decades-old movies. It takes animated features like Snow White and Pinocchio off the market until it opens the vaults for a limited time. By creating limited availability and a brief window of opportunity, consumers feel like they have to act now or they won’t have the opportunity to buy in the future. It also creates a reason to buy for those who otherwise would not be in the market.

Is there some way you can make people who talk about your product look good?
Is there something about your product or idea which is unquestionably remarkable?
Can you make people feel like insiders in some way?
Is it feasible for you to leverage the principles of game mechanics?
Can you offer some kind of rewards when people tell their friends about you?

Keep in mind some triggers are better than others. The most effective triggers:
Arise frequently.
Get delivered when you’re in a situation where you can act on them and buy.
Get the context right for the habits and preferences of the local audience.
Are color coded – like bright orange Cheerio boxes in the supermarket.

Arise frequently.
Get delivered when you’re in a situation where you can act on them and buy.
Get the context right for the habits and preferences of the local audience.
Are color coded – like bright orange Cheerio boxes in the supermarket.