From the course: Jonah Berger on Viral Marketing
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Telling stories that carry your message
From the course: Jonah Berger on Viral Marketing
Telling stories that carry your message
- When people think about making their ideas spread, they often think they need to do a lot of selling, that they have to convince people to buy their product, to join their movement, or adopt their idea. And if they just sell, sell, sell a little bit harder, people will come on board. But, what I want to talk about in this segment is how you should stop selling and start storytelling, because stories are the currency of conversation, and if you can get people to pass along your message in a story, you'll be much more successful in the end. But to do that, I want to talk about a particular type of story. It's what I'll call a Trojan Horse story. We don't just want to build stories. Yes, stories are the currency of conversation. Yes, people love telling stories. We want to build stories that bring our message or our idea along for the ride. Craft a narrative that carries that message inside of it and it'll be hard for…
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