Jonah Berger, a professor at the University of Pennsylvania's Wharton School, is a well-known expert in the field of social influence and viral marketing. He has dedicated his career to studying why certain ideas and products catch on, while others fail to gain traction. In his book "Contagious: How to Build Word of Mouth in the Digital Age," Berger explores a variety of factors that contribute to the success of contagious ideas and messages. One of the key concepts that Berger examines is the power of "magic words." These are the specific phrases or ideas that have the ability to engage and persuade an audience. According to Berger, magic words can be thought of as triggers that activate our desire to share information with others.
On August 4th, his walking companion, Reverend Francis Wayland, a “young divine of much promise and a son of the beloved Baptist pastor of this village,” sounds suspiciously identical to Reverend Francis Wayland who served as President of Brown University, which was William Stone's alma mater. It's no coincidence that the name was changed in later re-printings of the story.
The historical record of Angeline Tubbs, popularly known as the Witch of Saratoga, is a hodge-podge of facts, legends, errors, and some outright fabrications. In her 90s, a professional photographer published Angeline s image and entitled it The Witch of Saratoga , turning Angeline into an unexpected tourist draw.
According to Berger, magic words can be thought of as triggers that activate our desire to share information with others. By understanding and utilizing these magic words effectively, marketers and individuals can increase the likelihood that their ideas will spread. Berger identifies six main categories of magic words: practical value, story, emotions, social currency, triggers, and public.
History Lesson: Revolutionary War brought “Witch of Saratoga” to Wilton
PUBLISHED: September 22, 2011 at 7:05 a.m. | UPDATED: July 22, 2021 at 5:00 a.m.
As our community grows our vistas are changing. The view from Grant Lookout on Mount McGregor shows that development dotting the landscape. Our industrial area around Ballard Road will be expanding as planned in the Exit 16 review. The Louden Road area continues to add upscale housing, while the Route 50 corridor adds commercial enterprises. The large apartment complex on Gick Road is multiplying steadily. The Maple Avenue entrance to Wilton is certainly one of the most impressive transformations in town. Along the foothills of the Palmertown Range, the rows of identical apartment buildings with sidewalks and street lamps change the once rural area to a feeling of a small city. The hamlet zoning allowed the higher density. Gazing at the hillside backdrop, a local legend comes to mind. In 1776, General Burgoyne’s Army occupied Saratoga County near Schuylerville. It was the custom of British officers to bring their families to this new country to accompany them behind the battle lines. According to Cornelius Durkee, the historian who wrote Reminiscences of Saratoga, Angeline Tubbs was 17 when she came to Saratoga with a British officer. After Burgoyne’s defeat in 1777, Tubbs was left behind as the army retreated. Bitter and disappointed to be discarded she found herself in a rustic hut on the side of the mountain range, out Maple Avenue, which was then known as Mount Vista. Some stories refer to this area as Angeline Hill. She was said to have lived by begging and telling fortunes. According to a news article in 1940, “she had a score of cats and it was felt by the local public that she was a sorceress and conversed with the spirits of darkness.” A description of her as she aged was of “erect and elastic in her movements. Her features were sharp, callow and wrinkled her nose high and hooked like the beak of an eagle, her sunken coal black eyes flashed with piercing glances.” Sound like a witch? The story goes that “she spent her days wandering on the hillside in the woods and had been seen at times standing on the cliffs, in all kinds of weather, with arms outstretched to the sky, conversing with the spirits with her long hair streaming in the wind. In the not too distant future, houses may replace the “craggy hillside” of Mount Vista where Tubbs once roamed and one wonders if the history of Tubbs will be revealed to would be residents. Jeannine Woutersz is Wilton Town Historian. Contact her at her office from 1 to 4 p.m. Wednesdays 581-8646 ext. 227 or e-mail
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Suspecting witchcraft, the locals accused the outcast of numerous crimes, had her arrested and sentenced to death.
Practical value refers to words or ideas that are immediately useful or helpful to others. People are more likely to share information that they believe will be valuable to their friends or peers. Storytelling is another powerful tool, as humans have a natural inclination to engage with and remember stories. Emotions, such as humor, awe, or anger, can also be used to grab attention and increase the likelihood of sharing. Social currency is the idea that people want to be perceived positively by others. Sharing exclusive or insider information can help individuals enhance their social standing. Triggers are associations that remind people of a product or idea. By creating strong triggers, marketers can increase the likelihood that their message will be top-of-mind and shared with others. Lastly, the public aspect refers to the visibility and public nature of a message. Ideas that are more visible or publicly displayed are more likely to gain traction and be shared. Berger's research on magic words highlights the importance of understanding human psychology and behavior when it comes to creating contagious ideas and messages. By tapping into these fundamental principles, marketers and individuals can significantly increase the chances of their ideas catching on and spreading among their target audience. Whether crafting an advertising campaign or simply trying to make an idea go viral, Berger's insights on magic words provide valuable guidance and strategies for success..
Reviews for "The Ethical Use of Jonah Berger's Magic Words: Balancing Persuasion and Authenticity"
1. Alex - 2 stars - I was not impressed with "Jonah Berger's Magic Words." The book promised to reveal the secrets behind persuasive language, but I found the content lacking in substance. The author seemed more focused on sharing anecdotes and personal experiences rather than providing practical strategies. Overall, I was disappointed with the book's shallow approach to a topic that had the potential to be enlightening.
2. Emily - 1 star - "Jonah Berger's Magic Words" failed to deliver on its promises. The book was filled with repetitive examples, and it felt like the author was just trying to fill pages without offering any real insights. The content lacked depth and failed to provide any actionable advice. I was hoping to gain some valuable knowledge on persuasive language, but instead, I wasted my time on this poorly executed book.
3. Mark - 2 stars - The concept behind "Jonah Berger's Magic Words" seemed intriguing, but the execution was disappointing. The author's writing style felt dry and robotic, making it hard to stay engaged. Additionally, the book lacked practical applications and failed to provide concrete examples of how the magic words can be used effectively. Overall, I found it to be a tedious read that did not live up to my expectations.
4. Sarah - 2.5 stars - While "Jonah Berger's Magic Words" had its moments, I found it to be overly simplistic. The author relied heavily on cliches and common knowledge, without diving deep into the subject matter. I was hoping for a more insightful analysis of persuasive language, but unfortunately, the book fell short. It may be suitable for those completely new to the topic, but for anyone seeking a more in-depth exploration, I would recommend looking elsewhere.