Contagious Marketing: Spread the Word and Watch your Business Grow

Contagious: Why Things Catch On is a book by Jonah Berger that explores the psychological and social factors that make some ideas, products, and behaviors more likely to spread and become popular than others. In the book, Berger argues that six key principles - social currency, triggers, emotion, public, practical value, and stories are at the heart of contagious content and can help marketers and communicators create content that is more likely to go viral.

Here are the 4 key categories in my opinion that if utilized correctly will jumpstart your business's PR campaigns.

Social Currency: one of the key takeaways from the book is the importance of social currency. According to Berger, people are more likely to share and spread information that makes them look good, knowledgeable, or unique. Businesses can use this principle to create content that appeals to people's desire to be seen as part of an exclusive group. For example, a company might create a unique and innovative product that is only available to a limited group of people. At the end of the day, people want to be seen in an affluent way,

Emotions: utilize emotions to make your products and services more contagious. Berger argues that people are more likely to share and spread information that elicits a strong emotional response. Companies can tap into this principle by creating content/experiences that appeal to people's emotions, such as humor, fear, or awe. For example, a company might create entertaining content, create a key emotional experience through great customer service, or run a social media campaign that highlights the positive impact their products and services can have on people's lives.

Triggers: create social and emotional triggers to remind people that you exist. Berger argues that in order for an idea to catch on, it must be easily accessible and top of mind. Businesses can use this principle by making their products and services readily available and by embedding triggers into their marketing and advertising campaigns. For example, a company might use email marketing to remind customers of their products and services, or create a slogan or experience that reminds them of the product.

Practical Value: ensure your product or service solves a problem for the consumer. According to Berger, people are more likely to share and spread information that provides practical value and solves a problem. Companies can use this principle by creating products and services that solve a real-world problem or an undeniable need. For example, a company might create a how-to guide that shows people how to use their products, run a social media campaign that provides tips on how to live a healthier lifestyle, or most importantly have a product itself that is needed by the general public.

An important aspect of growing your business is to put your business in as many categories as possible (e.g. Amazon) or focus on a single category to drive traffic. For example:

Hermes Paris (SC): Limited availability of certain bags and the status associated with being offered/purchasing one. Exclusivity and luxury creates a desire for consumers to purchase.

Disney (E): There is a long history of Disney creating experiences that evoke strong emotions. From classic Disney stories to experiences at their parks, Disney has mastered the art of evoking emotions.

Kit Kat (T): Their famous slogan "have a break, have a Kit Kat" is a great example of a trigger. This made breaks associated with Kit Kat's which helps increase sales.

Shopify (PV): Shopify has a lot of practical value with all the services they offer to small businesses that need to sell DTC via e-commerce. Creating a platform or product that is needed and works are the best and easiest way to grow your business.

In conclusion, Contagious is a valuable resource for businesses that are looking to create more contagious content. The more you can focus on a specific category the better. Utilize these techniques and scale your business exponentially