![\"\u0645\u0639\u062f\u064a](\"https:\/\/www.getstoryshots.com\/wp-content\/uploads\/latest.png-1024x683.jpeg\")
<\/figure>\n\n\n\nAbout Jonah Berger<\/h2>\n\n\n\n
Jonah Berger is a world-renowned marketing expert who has written extensively on the topic. His work can be found in books like Catalyst and How Ideas Spread, where he discusses topics from consumer behavior to how certain things catch on while others don\u2019t. In addition, he\u2019s been featured in articles for publications like the New York Times and Harvard Business Review.<\/p>\n\n\n\n
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StoryShot #1: Contagious Ideas Are a Result of Smart Planning<\/h2>\n\n\n\n
Some products are destined to be popular, but their popularity often comes from clever planning and intentional design. The Barclay Prime Steakhouse in Philadelphia is a prime example of this concept.<\/p>\n\n\n\n
The restaurant gained popularity after adding one item on their menu: A $100 cheesesteak made from Kobe beef, lobster tail, and black truffles, all served with champagne. This item was designed to be an unforgettable experience that people couldn\u2019t pass up.<\/p>\n\n\n\n
And it worked because cheesesteaks are famous in Philadelphia, and people wanted to know what made the cheesesteak worth $100. It made the news and celebrities dropped by to grab a bite.<\/p>\n\n\n\n
Despite the outrageous price, the positive dining experience kept people coming back to the restaurant. So, while popular ideas, products, and behaviors are not always naturally sharable, popularity can be a result of clever planning and intentional design. <\/p>\n\n\n\n\n\n
StoryShot #2: Word of Mouth Is More Important Than People Realize<\/h2>\n\n\n\n
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One of those things is word of mouth.<\/p>\n\n\n\n
Despite being mostly online, word of mouth is still an influential form of marketing. Even the most seemingly insignificant online interactions make waves. Research shows that word of mouth makes up one-quarter of all the purchases we make. <\/p>\n\n\n\n
The main reason is that people tend to trust and value personal opinions over ad campaigns. It\u2019s easier to listen to a friend talk about their experiences \u2014 good or bad \u2014 and make our own judgments about a product after. But that doesn\u2019t mean we should toss out advertising completely. It just means adding it to your marketing arsenal. <\/p>\n\n\n\n
StoryShot #3: People Share Things That Make Them Look Good<\/h2>\n\n\n\n
The idea of sharing things that make us look or feel good is an old concept. Whether it\u2019s personal opinion or insider information, sharing has the same effect on our brains as money or food does according to one study.<\/p>\n\n\n\n
Sharing is also a form of social currency. It buys the favor and interest of others around us \u2014 meaning, people will like us more if we share more. And because social currency is so powerful, many use it to their advantage.<\/p>\n\n\n\n
In his book Contagious, Berger shares a prime example: Please Don\u2019t Tell<\/a>. A prestigious New York bar where customers use a secret entrance to go inside. It gives the illusion that they\u2019re part of something else \u2014 something important and exclusive.<\/p>\n\n\n\n Another company that uses social currency to its advantage by way of game mechanics<\/a> is Snapple. All their iced tea bottle caps have trivia printed inside. People who buy Snapple bottles read these notes and share them to impress others with their knowledge. They use this to generate conversation, and at the same time, they share the brand\u2019s name. <\/p>\n\n\n\n Yes, some ideas and products are triggering. And no, not in the sense that it will dredge up unresolved traumas. <\/p>\n\n\n\n Contagious ideas prompt an association to their context or environment. <\/p>\n\n\n\n \u0627\u0644\u0623\u063a\u0646\u064a\u0629 \u0627\u0644\u0646\u0627\u062c\u062d\u0629 \"\u0641\u0631\u0627\u064a\u062f\u064a\" \u0644\u0631\u064a\u0628\u064a\u0643\u0627 \u0628\u0644\u0627\u0643 \u0647\u064a \u0645\u062b\u0627\u0644 \u0639\u0644\u0649 \u0627\u0644\u0632\u0646\u0627\u062f \u0627\u0644\u062c\u064a\u062f. \u0641\u0642\u062f \u062d\u0642\u0642\u062a \u0627\u0644\u0623\u063a\u0646\u064a\u0629 \u0646\u062c\u0627\u062d\u064b\u0627 \u0643\u0628\u064a\u0631\u064b\u0627 \u0644\u0623\u0646\u0647\u0627 \u0623\u062b\u0627\u0631\u062a \u0634\u0648\u0642 \u0627\u0644\u0646\u0627\u0633 \u0644\u0646\u0647\u0627\u064a\u0629 \u0623\u0633\u0628\u0648\u0639 \u0627\u0644\u0639\u0645\u0644. <\/p>\n\n\n\n \u0648\u0645\u0646 \u0627\u0644\u0623\u0645\u062b\u0644\u0629 \u0627\u0644\u0631\u0627\u0626\u0639\u0629 \u0627\u0644\u0623\u062e\u0631\u0649 \u0641\u064a \"\u0643\u064a\u062a \u0643\u0627\u062a\". \u0641\u0642\u062f \u0648\u0636\u0639\u062a \u062d\u0645\u0644\u062a\u0647\u0645 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0627\u0644\u062c\u062f\u064a\u062f\u0629 \u0644\u0648\u062d \u0643\u064a\u062a \u0643\u0627\u062a \u0628\u062c\u0627\u0646\u0628 \u0641\u0646\u062c\u0627\u0646 \u0642\u0647\u0648\u0629\u060c \u0645\u0639 \u0634\u0639\u0627\u0631 \"\u0623\u0641\u0636\u0644 \u0635\u062f\u064a\u0642 \u0644\u0644\u0627\u0633\u062a\u0631\u0627\u062d\u0629\". \u0631\u0628\u0637\u062a \u0627\u0644\u062d\u0645\u0644\u0629 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0628\u064a\u0646 \u062a\u0646\u0627\u0648\u0644 \u0627\u0644\u0643\u064a\u062a \u0643\u0627\u062a \u0648\u0623\u062e\u0630 \u0627\u0633\u062a\u0631\u0627\u062d\u0629 \u0644\u062a\u0646\u0627\u0648\u0644 \u0627\u0644\u0642\u0647\u0648\u0629\u060c \u0648\u0647\u0648 \u0646\u0634\u0627\u0637 \u064a\u0648\u0645\u064a \u064a\u0642\u0648\u0645 \u0628\u0647 \u0645\u0639\u0638\u0645 \u0627\u0644\u0646\u0627\u0633. \u0648\u0628\u0641\u0636\u0644 \u0627\u0644\u062d\u0645\u0644\u0629 \u0627\u0644\u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0627\u0644\u062a\u064a \u0631\u0628\u0637\u062a \u0628\u064a\u0646 \u062a\u0646\u0627\u0648\u0644 \u0627\u0644\u0643\u064a\u062a \u0643\u0627\u062a \u0648\u0623\u062e\u0630 \u0627\u0633\u062a\u0631\u0627\u062d\u0629 \u0644\u062a\u0646\u0627\u0648\u0644 \u0627\u0644\u0642\u0647\u0648\u0629\u060c \u0648\u0647\u0648 \u0646\u0634\u0627\u0637 \u064a\u0648\u0645\u064a \u064a\u0642\u0648\u0645 \u0628\u0647 \u0645\u0639\u0638\u0645 \u0627\u0644\u0646\u0627\u0633.<\/p>\n\n\n\n While social currency is important to making an idea contagious, it\u2019ll only do so for a few minutes. By making ideas that trigger associations, you create long-lasting contextualized imprints in people\u2019s minds. <\/p>\n\n\n\n\n\n A fascinating study proves that ideas are most contagious when they arouse emotion. This study showed that the most shared New York Times articles were on health and science, which usually triggers amazement in readers. This leads people to feel connected with the content because it scratches their itch of curiosity or desire to learn more about something.<\/p>\n\n\n\n The same study highlighted that some emotions are stronger than others. It showed that people enjoy sharing positive articles over negative ones.<\/p>\n\n\n\n The way that people share content on social media can have a big effect on what others feel and how they act. And this goes beyond articles. It explains why some videos get more views than others.<\/p>\n\n\n\n It\u2019s really hard to avoid being influenced by what we see around us. The more time you spend observing something, the stronger your urge is to interact with it and vice versa. When we see someone doing something regularly, chances are we will want to do it too.<\/p>\n\n\n\n People tend to imitate the behaviors and actions of others. So, the products others regularly use become desirable and enticing to us. The book Contagious uses the \u201cJust Say No\u201d anti-drug campaign to drive this point home. 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\u0641\u064a \u0635\u062d\u062a\u0647\u0627. <\/p>\n\n\n\n \u0643\u0645\u0627 \u0623\u0646 \u0627\u0644\u0642\u0635\u0635 \u0627\u0644\u0645\u0633\u0644\u064a\u0629 \u0623\u0643\u062b\u0631 \u0639\u062f\u0648\u0649 \u0628\u0643\u062b\u064a\u0631. <\/p>\n\n\n\n \u062e\u0630 \u062d\u0645\u064a\u0629 \u062c\u0627\u0631\u064a\u062f \u0641\u0648\u062c\u0644 \u0627\u0644\u063a\u0630\u0627\u0626\u064a\u0629 \u0645\u0646 \u0635\u0628 \u0648\u0627\u064a \u0643\u0645\u062b\u0627\u0644. \u062a\u062f\u0648\u0631 \u0642\u0635\u062a\u0647 \u062d\u0648\u0644 \u0641\u0642\u062f\u0627\u0646\u0647 \u0623\u0643\u062b\u0631 \u0645\u0646 240 \u0631\u0637\u0644\u0627\u064b \u0645\u0646 \u0648\u0632\u0646\u0647 \u0623\u062b\u0646\u0627\u0621 \u062a\u0646\u0627\u0648\u0644\u0647 \u0634\u0637\u0627\u0626\u0631 \u0645\u0646 \u0635\u0628 \u0648\u0627\u064a \u0641\u0642\u0637. \u0623\u0635\u0628\u062d\u062a \u0647\u0630\u0647 \u0627\u0644\u062d\u0643\u0627\u064a\u0629 \u0627\u0644\u0645\u0634\u064a\u0646\u0629 \u062d\u0645\u0644\u0629 \u0625\u0639\u0644\u0627\u0646\u064a\u0629 \u0645\u0639\u062f\u064a\u0629 \u0644\u0635\u0628 \u0648\u0627\u064a. \u0631\u0633\u0627\u0644\u062a\u0647\u0645\u061f \u062a\u0646\u0627\u0648\u0644 \u0634\u0637\u064a\u0631\u0629 \u0635\u0628 \u0648\u0627\u064a \u064a\u0648\u0645\u064a\u0627\u064b \u0647\u0648 \u062c\u0632\u0621 \u0645\u0646 \u0627\u062a\u0628\u0627\u0639 \u0646\u0638\u0627\u0645 \u063a\u0630\u0627\u0626\u064a \u0635\u062d\u064a \u0648\u0645\u0631\u0636\u064d. <\/p>\n\n\n\n \u0625\u0646 \u0627\u0644\u0641\u0643\u0631\u0629 \u0627\u0644\u0623\u0633\u0627\u0633\u064a\u0629 \u0641\u064a \u0643\u062a\u0627\u0628 Contagious \u0628\u0642\u0644\u0645 \u062c\u0648\u0646\u0627 \u0628\u064a\u0631\u062c\u0631 \u0647\u064a \u0627\u062a\u0628\u0627\u0639 STEPPS - \u0645\u0628\u0627\u062f\u0626\u0647 \u0627\u0644\u0633\u062a\u0629. \u0627\u0644\u0639\u0645\u0644\u0629 \u0627\u0644\u0627\u062c\u062a\u0645\u0627\u0639\u064a\u0629 \u0648\u0627\u0644\u0645\u062d\u0641\u0632\u0627\u062a \u0648\u0627\u0644\u0639\u0648\u0627\u0637\u0641 \u0648\u0627\u0644\u0642\u064a\u0645\u0629 \u0627\u0644\u0639\u0627\u0645\u0629 \u0648\u0627\u0644\u0639\u0645\u0644\u064a\u0629 \u0648\u0627\u0644\u0642\u0635\u0635. <\/p>\n\n\n\n \u0628\u0639\u0636 \u0627\u0644\u0623\u0641\u0643\u0627\u0631 \u0648\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0645\u0639\u062f\u064a\u0629 \u0628\u0634\u0643\u0644 \u0637\u0628\u064a\u0639\u064a. \u0648\u0644\u0643\u0646 \u0628\u0645\u0633\u0627\u0639\u062f\u0629 STEPPS\u060c \u064a\u0645\u0643\u0646 \u0644\u0623\u064a \u0641\u0643\u0631\u0629 \u0623\u0646 \u062a\u0635\u0628\u062d \u0641\u064a\u0631\u0648\u0633\u064a\u0629. <\/p>\n\n\n\n \u0647\u0644 \u062a\u0631\u063a\u0628 \u0641\u064a \u0642\u0631\u0627\u0621\u0629 \u0627\u0644\u0645\u0632\u064a\u062f \u0645\u0646 \u0627\u0644\u0643\u062a\u0628 \u0645\u062b\u0644 Contagious\u060c \u062c\u0648\u0646\u0627 \u0628\u064a\u0631\u062c\u0631\u061f \u062b\u0645 \u0623\u062a\u064a\u062a \u0625\u0644\u0649 \u0627\u0644\u0645\u0643\u0627\u0646 \u0627\u0644\u0635\u062d\u064a\u062d.<\/a> <\/p>\n\n\n\n StoryShots \u0647\u064a \u0634\u0631\u0643\u0629 \u0641\u0631\u064a\u062f\u0629 \u0645\u0646 \u0646\u0648\u0639\u0647\u0627 \u0644\u0644\u062a\u0639\u0644\u064a\u0645 \u0627\u0644\u0645\u0635\u063a\u0631. \u0625\u0646\u0647 \u064a\u0642\u062f\u0645 \u0645\u0644\u062e\u0635\u0627\u062a \u0633\u0647\u0644\u0629 \u0627\u0644\u0645\u062a\u0627\u0628\u0639\u0629 \u0648\u0648\u062c\u0628\u0627\u062a \u0633\u0631\u064a\u0639\u0629 \u0645\u0646 \u0627\u0644\u0643\u062a\u0628 \u063a\u064a\u0631 \u0627\u0644\u062e\u064a\u0627\u0644\u064a\u0629 \u0627\u0644\u0623\u0643\u062b\u0631 \u0645\u0628\u064a\u0639\u064b\u0627. \u0627\u0644\u062a\u0647\u0645 \u0645\u062d\u062a\u0648\u0649 \u0645\u062b\u0644 Jeff Bezos \u0625\u0645\u0627 \u0639\u0646 \u0637\u0631\u064a\u0642 \u0627\u0644\u0642\u0631\u0627\u0621\u0629 \u0623\u0648 \u0627\u0644\u0627\u0633\u062a\u0645\u0627\u0639 \u0623\u0648 \u0645\u0634\u0627\u0647\u062f\u0629 \u0645\u0644\u062e\u0635\u0627\u062a\u0646\u0627. <\/p>\n\n\n\n \u0645\u0627\u0630\u0627 \u062a\u0639\u0644\u0645\u062a \u0645\u0646 \u0627\u0644\u0645\u0639\u062f\u064a\u0629\u061f \u0645\u0627 \u0647\u064a \u0627\u0644\u0648\u062c\u0628\u0627\u062a \u0627\u0644\u062c\u0627\u0647\u0632\u0629 \u0627\u0644\u0645\u0641\u0636\u0644\u0629 \u0644\u062f\u064a\u0643\u061f \u0647\u0644 \u0647\u0646\u0627\u0643 \u0641\u0643\u0631\u0629 \u0645\u0647\u0645\u0629 \u063a\u0641\u0644\u0646\u0627 \u0639\u0646\u0647\u0627\u061f \u0642\u0645 \u0628\u0627\u0644\u062a\u0639\u0644\u064a\u0642 \u0623\u062f\u0646\u0627\u0647 \u0623\u0648 \u0642\u0645 \u0628\u0627\u0644\u062a\u063a\u0631\u064a\u062f \u0644\u0646\u0627 @storyshots<\/a>.<\/p>","protected":false},"excerpt":{"rendered":" \u0644\u0645\u0627\u0630\u0627 \u062a\u0646\u062a\u0634\u0631 \u0627\u0644\u0623\u0634\u064a\u0627\u0621 \u0645\u0639\u062f\u064a \u064a\u0634\u0631\u062d \u0643\u062a\u0627\u0628 Contagious \u0628\u0627\u0644\u062a\u0641\u0635\u064a\u0644 \u0643\u064a\u0641\u064a\u0629 \u062c\u0639\u0644 \u0627\u0644\u0623\u0641\u0643\u0627\u0631 \u0648\u0627\u0644\u0645\u0646\u062a\u062c\u0627\u062a \u0642\u0627\u0628\u0644\u0629 \u0644\u0644\u0645\u0634\u0627\u0631\u0643\u0629. \u0628\u0627\u062a\u0628\u0627\u0639 \u0627\u0644\u0645\u0628\u0627\u062f\u0626 \u0627\u0644\u0633\u062a\u0629 \u0627\u0644\u062a\u064a \u0648\u0636\u0639\u0647\u0627 \u0628\u064a\u0631\u063a\u0631 \u064a\u0645\u0643\u0646\u0643 \u0625\u0646\u0634\u0627\u0621 \u0623\u0641\u0643\u0627\u0631 \u0645\u0639\u062f\u064a\u0629. \u0627\u0633\u062a\u0645\u0631 \u0641\u064a \u0627\u0644\u0642\u0631\u0627\u0621\u0629 \u0644\u062a\u062a\u0639\u0631\u0641 \u0639\u0644\u0649 \u0623\u0647\u0645 8 \u0623\u0641\u0643\u0627\u0631 \u0631\u0626\u064a\u0633\u064a\u0629 \u0641\u064a \u0643\u062a\u0627\u0628 \"\u0645\u0639\u062f\u064a\" \u0644\u0644\u0643\u0627\u062a\u0628 \u062c\u0648\u0646\u0627 \u0628\u064a\u0631\u063a\u0631. \u062a\u0646\u0648\u064a\u0647: \u0647\u0630\u0627 \u0645\u0644\u062e\u0635 \u0648\u062a\u062d\u0644\u064a\u0644 \u063a\u064a\u0631 \u0631\u0633\u0645\u064a. \u0645\u0642\u062f\u0645\u0629 \u0643\u062a\u0627\u0628 \"\u0645\u0639\u062f\u064a\" \u0644\u0644\u0643\u0627\u062a\u0628 \u062c\u0648\u0646\u0627 \u0628\u064a\u0631\u063a\u0631 \u0647\u0648 \u0643\u062a\u0627\u0628...<\/p>","protected":false},"author":1,"featured_media":92905,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"yasr_overall_rating":4.4,"yasr_post_is_review":"","yasr_auto_insert_disabled":"","yasr_review_type":"","footnotes":""},"categories":[4448,4527],"tags":[],"class_list":["post-161","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-new"],"acf":[],"yasr_visitor_votes":{"stars_attributes":{"read_only":false,"span_bottom":false},"number_of_votes":0,"sum_votes":0},"taxonomy_info":{"category":[{"value":4448,"label":"Marketing"},{"value":4527,"label":"New"}]},"featured_image_src_large":["https:\/\/www.getstoryshots.com\/wp-content\/uploads\/Contagious-Summary-1024x536.png",1024,536,true],"author_info":{"display_name":"StoryShots - Free Book Summaries","author_link":"https:\/\/www.getstoryshots.com\/ar\/books\/author\/storyshotsadmin\/"},"comment_info":2,"category_info":[{"term_id":4448,"name":"Marketing","slug":"marketing","term_group":0,"term_taxonomy_id":4448,"taxonomy":"category","description":"","parent":0,"count":20,"filter":"raw","cat_ID":4448,"category_count":20,"category_description":"","cat_name":"Marketing","category_nicename":"marketing","category_parent":0},{"term_id":4527,"name":"New","slug":"new","term_group":0,"term_taxonomy_id":4527,"taxonomy":"category","description":"","parent":0,"count":89,"filter":"raw","cat_ID":4527,"category_count":89,"category_description":"","cat_name":"New","category_nicename":"new","category_parent":0}],"tag_info":false,"_links":{"self":[{"href":"https:\/\/www.getstoryshots.com\/ar\/wp-json\/wp\/v2\/posts\/161","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.getstoryshots.com\/ar\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.getstoryshots.com\/ar\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.getstoryshots.com\/ar\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.getstoryshots.com\/ar\/wp-json\/wp\/v2\/comments?post=161"}],"version-history":[{"count":10,"href":"https:\/\/www.getstoryshots.com\/ar\/wp-json\/wp\/v2\/posts\/161\/revisions"}],"predecessor-version":[{"id":77546,"href":"https:\/\/www.getstoryshots.com\/ar\/wp-json\/wp\/v2\/posts\/161\/revisions\/77546"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.getstoryshots.com\/ar\/wp-json\/wp\/v2\/media\/92905"}],"wp:attachment":[{"href":"https:\/\/www.getstoryshots.com\/ar\/wp-json\/wp\/v2\/media?parent=161"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.getstoryshots.com\/ar\/wp-json\/wp\/v2\/categories?post=161"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.getstoryshots.com\/ar\/wp-json\/wp\/v2\/tags?post=161"}],"curies":[{"name":"\u062f\u0628\u0644\u064a\u0648 \u0628\u064a","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}StoryShot #4: Some Ideas and Products Are Triggering<\/h2>\n\n\n\n
StoryShot #5: Sharable Ideas Arouse Strong Emotions<\/h2>\n\n\n\n
StoryShot #6: We\u2019re Influenced by Things We Constantly Observe<\/h2>\n\n\n\n
StoryShot #7: Contagious Ideas and Products are Simple, Practical, and Useful <\/h2>\n\n\n\n
StoryShot #8: Stories and Narratives Are Powerful <\/h2>\n\n\n\n
Final Summary and Review of Contagious<\/h2>\n\n\n\n