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1-Page Summary of Contagious
Overview
You may have noticed that some ideas, behaviors and products catch on quickly. You’ve probably even played a small part in making them spread.
What makes some things wildly popular?
The author Jonah Berger says that you can make your product go viral if you apply the STEPPS formula. The acronym stands for social currency, triggers, emotions, publicness, practical value and storytelling. He explains these concepts in more detail with examples of products that have successfully used them.
When a product or idea can make or break you, following the formula is essential. In this book, you’ll learn how an octogenarian farmer became an internet sensation and why we’re more likely to share something if it triggers our emotions.
Big Idea #1: Contagious ideas or products can propel a company to success – and they’re often the result of smart planning.
What is it that makes some products popular and seen by many people? Is it just the product or idea itself that’s naturally shareable? Or is there something else going on?
Some products seem to be destined for success, but that’s often due to careful planning. For example, the Barclay Prime steakhouse in Philadelphia added a $100 cheesesteak made with Kobe beef, lobster tail and black truffles to their menu. That one item increased their popularity dramatically.
The restaurant owner spent a lot of money to create a great atmosphere, but he also wanted to generate buzz for the restaurant when it opened. So, he created the $100 cheesesteak in order to get people talking about his new place.
More than just a sandwich, the $100 cheesesteak has become an iconic product. It’s been featured in several media outlets and celebrities have eaten it. In Philadelphia, where people are used to eating fast food, the $100 cheesesteak is something that everyone wants to try at least once. After trying it, they want to tell their friends about how good it was and why they should get one too.
Even though the restaurant had a great atmosphere and high-quality food, it was one contagious idea that propelled Barclay Prime to success. Most restaurants fail in their first year of business because they lack an effective marketing strategy. However, despite all odds against it, this steakhouse thrived thanks to its contagious idea—a simple concept that made people want to come back again and again.
Big Idea #2: Word of mouth is a bigger influence on what people share than advertising and marketing.
It’s a well-known fact that advertising can help products become popular. Word of mouth, however, is even more influential in making people aware of your product. Advertising alone won’t make your product go viral; it needs to be shared by many people for that to happen. People talk about brands and share them with others constantly online where there are over 100 million conversations about brands every hour.
While we may think that what we share on the Internet is insignificant, it actually influences others. Word of mouth accounts for up to 25% of all purchases people make. Traditional ads can reach millions of people, but they’re not as effective as word-of-mouth recommendations because consumers value their friends’ opinions more than advertising claims. Another reason word of mouth is more effective than traditional advertising is that it targets potential customers better and gives them information based on what you know about their tastes and preferences. You probably wouldn’t tell your teetotal friend about your new favorite beer, for instance.
It’s true that social media makes it easier to spread information. However, we shouldn’t overestimate its power and effectiveness in spreading ideas. It only accounts for 7% of our word-of-mouth communication. Therefore, while it can be a good way to spread an idea, you shouldn’t rely on it as the sole method for spreading your product or brand.
