Content Creation

Content Creation

People don’t think in terms of information. They think in terms of narratives. But while they focus on the story itself, information comes along for the ride. Stories, then, can act as vessels, carriers that help transmit information to others.

Jonah Berger
Jonah Berger

A professor at the Wharton School of the University of Pennsylvania. An expert on word of mouth, viral marketing, social influence, and how products, ideas, and behaviors catch on.

Stories can act as vessels, carriers that help transmit information to others. In other words, stories carry things, a lesson or moral, information or a take-home message. No wonder that people tell stories for the same reasons they share word of mouth. Some narratives are about social currency, some are driven by emotions or retold for their practical value.

Jonah Berger
Jonah Berger

A professor at the Wharton School of the University of Pennsylvania. An expert on word of mouth, viral marketing, social influence, and how products, ideas, and behaviors catch on.

Jonah Berger – Stories often provide proof by analogy

Stories are an important source of cultural learning that help us make sense of the world. At a high level, this learning can be about the rules and standards of a group or society. How should a good employee behave? What does it mean to be a moral person? Or on a more basic level: who’s a good mechanic who won’t overcharge?

https://www.youtube.com/watch?v=iYhCn0jf46U
Jonah Berger – Evolution video, a clever Trojan Horse for Dove products

Evolution video clip, a clever Trojan Horse for Dove products

The famous “Evolution” video cost only a little over one hundred thousand dollars to make, and got more than 16 million views. It netted Dove hundreds of millions of dollars in exposure. The clip won numerous industry awards and more than tripled the website traffic the company received from Dove’s 2006 Super Bowl ad.

Click to rate
1 Star2 Stars3 Stars4 Stars5 Stars
Loading...
David Gaughran – Writers tend to think everything they write is dire

Writers tend to think everything they write is dire or everything they write is golden, often holding both opinions simultaneously (and without contradiction). It takes confidence in your abilities to write something, but you need a critical eye to edit it effectively. This dichotomy can cause writers to undervalue or overvalue their work, or swing between the two. You need to have beta readers who can be honest with you. More importantly, you need to be honest with yourself.