Selling Ideas: How to Influence Others

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Program Experience

Highlights and Key Outcomes

Participants will learn how to:

Improve messaging so it sticks with your audience
Generate more word of mouth
Get your products, services, and ideas to catch on
Leverage social media and measure its effectiveness
Influence and shape behavior more effectively

By the end of this course, you'll have the skills and knowledge to create contagious content that drives business growth. Whether you're aiming to enhance your marketing efforts, boost product adoption, or spread a social campaign, this course will provide you with the strategies to succeed.

Experience and Impact

In today's competitive landscape, getting your ideas to stick and influence others is crucial for success. Selling Ideas: How to Influence Others and Get Your Message to Catch On is designed to equip you with the knowledge and tools needed to create compelling messages that resonate with your audience and drive action.

Led by Jonah Berger, a distinguished author and expert in word of mouth and consumer behavior, this course delves into the science behind why some ideas catch on while others do not. By understanding consumer psychology, social influence, and the power of word of mouth, you'll learn how to craft messages that are not only memorable but also highly shareable.

Wharton Online Modules

Consumer Psychology: Exposure, Perception, Memory

Explore the fundamentals of how consumers perceive and remember information
Learn how exposure to ideas influences their recall and impact

What Makes Ideas Sticky

Understand the key principles that make ideas memorable and engaging
Discover the elements that contribute to the "stickiness" of an idea

How Social Influence Shapes Behavior

Examine the role of social influence in shaping consumer behavior
Learn how to leverage social proof and peer pressure to promote your ideas

The Power of Word of Mouth - STEPPS

Dive into the STEPPS framework (Social Currency, Triggers, Emotion, Public, Practical Value, Stories) to create buzzworthy content
Understand why word of mouth is a powerful tool for spreading your message

Social Networks

Learn how social networks function and how information spreads within them
Discover strategies for targeting the right individuals to maximize your message's reach

Who Should Attend

This course is designed for marketers, entrepreneurs, and professionals who want to craft impactful messages that resonate and drive action. It is ideal for those looking to enhance their marketing efforts, generate word of mouth, and leverage social influence to spread ideas, products, or campaigns effectively. Those who may benefit include:

Marketers and advertisers aiming to craft memorable and shareable campaigns
Business leaders and entrepreneurs seeking to spread their ideas and drive product or service adoption
Professionals looking to understand and leverage consumer psychology to enhance messaging impact
Content creators and social media managers interested in generating buzz and word-of-mouth promotion
Individuals aiming to influence behavior using social proof, peer pressure, and network effects
Those looking to improve their understanding of social networks and how information spreads
Anyone interested in mastering the art of making ideas stick and resonate with their audience

Group Enrollment

To further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives to Wharton. We offer group-enrollment benefits to companies sending four or more participants.

Faculty

Jonah Berger, PhDSee Faculty Bio

Associate Professor of Marketing, The Wharton School

Research Interests: Consumer decision making, social contagion, social influence, viral marketing

Selling Ideas: How to Influence Others, and Get Your Message to Catch On

Program Overview

Date, Location, & Fees