Six STEPPS to Contagious content: It's not just a dance move

Howdy!

Let’s jump right in. This is the last day that we are talking about Contagious by Jonah Berger. Right now the kindle version is on sale for $1.99 as a promotion because he just released a new book, Magic Words.

Today’s lesson is all about how people share content that offers practical value.

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Estimated read: 5 minutes

Reminder: The Six STEPPS, are as follows:

Holy shucks! (I just could not stop myself😆)

When you think of viral videos, you might imagine crazy stunts, cute animals, or dance challenges. But for Ken Craig, an 86-year-old from Oklahoma, it was a simple trick for shucking corn that made him an unexpected YouTube sensation.

In the video, Ken demonstrates how to easily remove the husk and silk from ears of corn using a microwave and a quick shake. His daughter-in-law filmed it to send to her daughter teaching English in Korea, but it quickly took off and amassed over 5 million views.

So why did this practical video go viral? It's all about practical value. People love sharing useful information that can help others save time, money, or have a better experience. And in a world where we're often distanced from our friends and neighbors, sharing practical value is a way to help and connect with others.

These videos offer practical value and help people in their everyday lives. And in the process, they become viral hits and spread like wildfire.

So next time you're looking to create content that resonates with people, think about how you can offer practical value. It may not be the flashiest or most exciting concept, but it can be incredibly powerful in making your content contagious.

Psychology of Deals

The way a deal is presented can make a big difference. Retailers often list a "regular" or manufacturer's standard retail price, even when something is on sale, because they want consumers to use those prices as the reference point. This makes the sale price look even better, and people are more likely to buy. In fact, sometimes people are so focused on getting a good deal that they end up paying more than they would have otherwise!

In fact, marketers have found that the idea of a discount is so powerful that merely labeling something as "on sale" can increase purchases. Marketing scientists Eric Anderson and Duncan Simester wanted to test this theory. So they paired up with a company that sends clothing catalogs to homes across the United States, like L.L. Bean, Spiegel, or Lands' End.

They created two different versions of the catalog and mailed each to more than fifty thousand people. In one version, some of the products (let's call them dresses) were marked with signs that said "Pre-Season SALE." In the other version, the dresses were not marked as on sale.

The results were surprising but not unexpected. Marking those items as on sale increased demand by more than 50 percent(talk about serious fomo). What's even more interesting is that the prices of the dresses were the same in both versions of the catalog. That means using the word "sale" beside a price increased sales even though the price itself stayed the same.

Vanguard and the paradox of choice

Jonah freely admits he's not great at investing. The choices, volatility, and risk all seem daunting. He's even considered hiding his money in a cardboard box under his bed rather than investing it. When he did try his hand at buying stocks, he found himself obsessing over the daily ups and downs, feeling elated one day and devastated the next. He needed help.

That's where Vanguard comes in. When he signed up for his 401(k) through the company, he also signed up for their monthly newsletter, Money Whys. He was pleasantly surprised to find the articles both informative and useful, covering everything from last-minute tax tips to the age-old question of whether money can buy happiness.

Now Jonah receives a short email from Vanguard each month, and while he admits he doesn't read every one, he forwards many of them to friends and colleagues who he thinks will find them helpful. In fact, he sent one about homeowner's insurance to a colleague who had just bought a home, and another about tracking personal finances to a friend who wanted to become more financially responsible.

For Jonah, Vanguard's newsletter is a win-win situation. He gets practical, useful advice on financial management, and in turn, spreads the word about Vanguard and its investment expertise.

You know, that kind of content that helps you do things you want to do or encourages you to do things you should do. It's the kind of content that makes your life faster, better, and easier.

Nail Salons

Have you ever noticed how many nail technicians at salons in the US are of Vietnamese descent? Well, there's a really interesting story behind it that you might not know. In fact many immigrant groups end up clustering around industries due to all the ideas that are discussed in this book.

It all started with a group of 20 Vietnamese women who arrived in the US as refugees after the fall of Saigon. They were hoping to find a better life for themselves and their families, but with little knowledge of English and limited job opportunities, things were tough.

Enter actress Tippi Hedren, famous for her role in Alfred Hitchcock's The Birds. She visited the women at Hope Village and became a mentor to some of them, including Thuan Le, a former high school teacher from Vietnam. Hedren brought in her manicurist once a week to give the women lessons, and they practiced on anyone they could find, including themselves and Hedren.

Their interest in manicures soon turned into a plan, and Hedren helped them get free classes at a nearby beauty school where they learned how to file, paint, and trim nails. She then helped them find jobs in Santa Monica and surrounding cities. It wasn't easy at first, but they persisted and worked their way up.

Thuan Le's success inspired her friends to get into the business as well, and they opened one of the first Vietnamese American-owned beauty salons. The success stories soon spread, and Vietnamese nail salons began popping up all over California and eventually the entire country.

Today, Vietnamese Americans make up 80 percent of manicurists in California and over 40 percent nationwide. And the story of Thuan, Tippi, and the spread of these salons is truly amazing. But it's not just Vietnamese Americans who have found success in niches like this. Cambodian Americans own around 80 percent of the doughnut shops in Los Angeles, and Koreans own 65 percent of dry cleaners in New York City. In the early 1900s, Jews produced 85 percent of men's clothing, and the Irish once owned 60 percent of the liquor stores in Boston.

It's incredible to see how immigrants turn to their friends and acquaintances for help and support, creating new opportunities and niches in the process. So next time you visit a Vietnamese nail salon, remember the fascinating story behind it and the perseverance and entrepreneurial spirit that brought it to life.

Conclusion

So, let's sum it up. Useful information is key to creating content that resonates with people. Whether it's a practical tip, a how-to guide, or insider knowledge, information that helps people save time, money, or have a better experience is more likely to be shared and appreciated. And it's not just about the information itself, but also about how it's presented. A concise and easy-to-follow format is more likely to go viral than a lengthy and complicated one.

When companies provide useful information, they not only help their audience, but also demonstrate their expertise in the field. By sharing their knowledge, they build trust and credibility with their audience. So, next time you're creating content, think about how you can provide practical value and showcase your expertise.