Laughing Llama's Key Ideas from Contagious
by Jonah Berger

Make people feel like insiders by giving them exclusive knowledge or access. People like to share things that make them look good.

Link your product or idea to something that people see or experience frequently. The more often people are reminded of your product or idea, the more likely they are to think about it.

Emotions drive people to take action. Content that elicits strong emotional responses is more likely to be shared.

People tend to mimic the actions of others. Make your product or idea visible and public to encourage others to follow suit.

People share things that they find useful or helpful. Make sure your product or idea has practical value that people can apply to their daily lives.

Stories are powerful because they are easy to remember and pass along. Craft stories around your product or idea to make it more engaging and shareable.

• Top-of-mind awareness makes people more likely to talk about and remember things.
• Products or ideas that are associated with frequent triggers are more likely to be talked about and shared.

• Emotionally charged stories are more likely to be shared and talked about.
• Emotional content triggers physiological responses that make information more likely to be remembered.

• People are more likely to share things that make them look good or enhance their status.
• Products or ideas that make people feel like insiders or part of an exclusive group are more likely to be shared.

• Public displays of products or ideas can increase awareness and drive word-of-mouth.
• Visibility can be created through social currency, triggers, or other mechanisms.

• People are more likely to share things that are practical and useful.
• Products or ideas that save time, money, or effort are more likely to be talked about and shared.

• Stories are more memorable than statistics or abstract ideas.
• Stories create a mental image that is easier to remember and share.

• Word-of-mouth marketing is more effective than traditional forms of advertising.
• Personal recommendations from trusted sources are more persuasive than advertisements.

• People are more likely to do something if they see others doing it.
• Products or ideas that have social proof, such as testimonials or high ratings, are more likely to be adopted.

• The messenger plays a critical role in the success of word-of-mouth marketing.
• Messengers who are respected and knowledgeable about a topic are more likely to be persuasive.

• Negative emotions such as anger or anxiety can be powerful triggers for word-of-mouth.
• Negative emotions create a sense of urgency and can motivate people to share information.

• Products or ideas that are easy to understand and use are more likely to be adopted.
• Simplicity and ease-of-use can increase the likelihood of word-of-mouth marketing.

• Timing can be a critical factor in the success of word-of-mouth marketing.
• Products or ideas that are shared at the right time, such as during a trend or when a need arises, are more likely to be adopted.

• Context can influence how products or ideas are perceived and shared.
• Products or ideas that fit well within a particular context or culture are more likely to be adopted.

• Products or ideas that allow people to express their identity or values are more likely to be adopted.
• Self-expression and personal identity can be powerful motivators for word-of-mouth marketing.

• Influencers, or individuals with large social followings, can be powerful tools for word-of-mouth marketing.
• Influencers can increase awareness, credibility, and adoption of products or ideas.