Jonah Berger, a psychologist and marketing professor at the University of Pennsylvania, has conducted extensive research on why certain phrases are more likely to be shared and remembered. He refers to these phrases as "magical phrases." Berger's studies have shown that the use of specific language can greatly impact the spread of ideas, whether it's in advertising, social media, or everyday conversation. By understanding the psychology behind language, marketers and individuals can strategically choose words that are more likely to capture attention and be shared. One of the magical phrases identified by Berger is the use of a "triggers" phrase. These phrases tap into pre-existing mental associations and trigger a response or action.
The results led to a 15% increase. Turns out people care more about identities than actions. The change in the language shifted the task from an action to an identity that the individual could wear with pride.
In his previous best-selling books Contagious and Invisible Influence , Berger explored strategies for communicating with others and how we respond to what others are doing. When trying to solve a tough problem, for example, exploring what they could do, instead of what they should do, allowed researchers subjects to come up with higher quality ideas that were three times more creative than the ideas produced by subjects asked what they should come up with.
These phrases tap into pre-existing mental associations and trigger a response or action. For example, the phrase "Just Do It" used by Nike acts as a trigger that prompts people to take action and be motivated. Another magical phrase is the use of "awe.
6 Types of Magic Words That Will Help You Get Your Way with Jonah Berger
Jonah Berger understands the power of words in a way that makes them almost magical. We see the power of words everywhere these days, and behind them, behavioral science. Even more so as creatives and entrepreneurs. We see it in the constant marketing messages that we’re exposed to. It’s also common to consider the behavior of our customer base and our markets.
Jonah Berger has been on CJLIVE before. His work continues to stand out. Jonah is a marketing professor at Wharton School at the University of Pennsylvania. He does a lot of research on behavioral science to study why we do what we do, why certain products, ideas, and behaviors catch on, and how we can use this knowledge to influence others. He’s the author of multiple best-selling books on these subjects and most recently has published Magic Words: what to say to get your way. Jonah explains he likes to think of helping all of us to use behavioral science to support living happier and healthier lives.
When it comes to creative endeavors, understanding what drives another human being is critically important. Language can be used to be effective in the world.
" Berger's research suggests that content that elicits awe or wonder is more likely to be shared and remembered. Phrases that evoke awe can include stories or experiences that are extraordinary, remarkable, or unexpected. By crafting messages that inspire wonder, marketers can create a strong emotional connection with their audience. Berger also highlights the power of "storytelling" as a magical phrase. Humans have an innate love for stories, and incorporating narratives into communication can make ideas more engaging and memorable. Brands and individuals can use storytelling techniques to create a narrative arc that captures attention and connects with their audience on a deeper level. Lastly, Berger emphasizes the importance of "social currency." People are often driven to share things that make them look good or feel included. Using phrases that tap into social currency can encourage people to share and spread ideas. For example, phrases like "limited edition" or "exclusive offer" create a sense of exclusivity and value that motivates individuals to share and talk about them. Overall, Berger's research on magical phrases provides valuable insights into the psychology of language and how it can be used to make ideas more shareable and memorable. By understanding triggers, awe, storytelling, and social currency, marketers and individuals can craft messages that resonate with their audience and create a bigger impact..
Reviews for "The Science of Viral Content: Jonah Berger's Magical Phrases Demystified"
1. Jane - 1 star
I was really disappointed with "Jonah Berger's Magical Phrases". I had high expectations based on the reviews I read, but I found the book to be lacking in substance. The so-called magical phrases were nothing more than common cliches. I didn't feel like I learned anything new or useful from reading this book. It was a waste of my time and money.
2. Mark - 2 stars
I had mixed feelings about "Jonah Berger's Magical Phrases". While there were a few interesting concepts mentioned in the book, overall, I found it to be repetitive and unoriginal. The author seemed to be stretching the ideas to fill the pages. Additionally, the writing style was dry and uninspiring. I wouldn't recommend this book to anyone looking for meaningful insights or practical advice on communication.
3. Sarah - 1 star
I regret buying "Jonah Berger's Magical Phrases". The content was shallow and lacked depth. The author's attempt to present these phrases as revolutionary was unconvincing. The examples used to support the ideas were generic and didn't demonstrate any real impact. I found myself skimming through the book after the initial chapters, hoping to find something of value, but I was left disappointed. I wouldn't recommend this book to anyone looking for substantial guidance in communication or persuasion.