Jknah Berger is an American author and marketing expert known for his work on word of mouth and viral marketing. In his book "Contagious: How to Build Word of Mouth in the Digital Age", Berger introduces the concept of "magic words" and their role in creating contagious ideas. According to Berger, magic words are key elements that make an idea spread like wildfire. These words have a specific structure, which he refers to as STEPPS - Social currency, Triggers, Emotion, Public, Practical value, and Stories. Social currency refers to the idea that people share information or ideas that make them look good, cool, or knowledgeable. By giving people something worth talking about, you can increase the social currency of your idea and make it more shareable.
Linda Ivanits, in her book Russian Folk Belief, had the following to say on the topic of Baba Yaga and witches:
The peasants sought an explanation for her failure to do so in the supernatural and saw in her an embodiment of sterility and enmity to the earth and, hence, the cause of the plague. The peasants sought an explanation for her failure to do so in the supernatural and saw in her an embodiment of sterility and enmity to the earth and, hence, the cause of the plague.
By giving people something worth talking about, you can increase the social currency of your idea and make it more shareable. Triggers are the cues that remind people to talk about your idea. These can be environmental, such as seeing a certain object or place, or they can be related to specific situations or events.
Baba Yaga: The greatest 'wicked witch' of all?
The Slavic crone, known for living in a house built on chicken legs and feasting on children, is a complex, and arguably feminist, figure – as a new book shows, says David Barnett.
In fairy tales, women of a certain age usually take one of two roles: the wicked witch or the evil stepmother, and sometimes both.
More like this:
A key figure from Slavic folklore, Baba Yaga certainly fulfils the requirements of the wicked witch – she lives in a house that walks through the forest on chicken legs, and sometimes flies around (close to ground level) in a giant mortar and pestle. She usually appears as a hag or crone, and she is known in most witch-like fashion to feast upon children.
As demonstrated in the Russian fairy tale Vasilisa the Beautiful (depicted above in a 19th-Century illustration), Baba Yaga can be both heroine and villain (Credit: Getty Images)
However, she is also a far more complex character than that synopsis suggests. Cunning, clever, helpful as much as a hindrance, she could indeed be the most feminist character in folklore.
So enduring is the legend of Baba Yaga that a new anthology of short stories, Into the Forest (Black Spot Books), has just been released, featuring 23 interpretations of the character, all by leading women horror writers. The stories span centuries, with Sara Tantlinger's Of Moonlight and Moss offering a dream-like evocation of one of the classic Baba Yaga stories, Vasilisa the Beautiful, while Carina Bissett’s Water Like Broken Glass sets Baba Yaga against the backdrop of World War Two. Meanwhile Stork Bites by EV Knight ramps up the horrific aspects of the myth as a salutary tale for inquisitive children.
The history of Yaga
Baba Yaga appears in many Slavic and especially Russian folk tales, with the earliest recorded written mention of her coming in 1755, as part of a discourse on Slavic folk figures in Mikhail V Lomonosov's book Russian Grammar. Before that, she had appeared in woodcut art at least from the 17th Century, and then made regular appearances in books of Russian fairy tales and folklore.
If you’re a film fan, you might recognise the name from the John Wick films starring Keanu Reeves, in which the eponymous anti-hero is called Baba Yaga by his enemies, giving him the mysterious allure of an almost mythical bogeyman. Japanese animation legend Hayao Miyazaki used Baba Yaga as the basis for the bathhouse proprietor in his award-winning 2001 movie Spirited Away. Baba Yaga appears in music, too; Modest Mussorgsky's 1874 suite Pictures at an Exhibition features a ninth movement called The Hut on Fowl’s Legs (Baba Yaga). She might well be making an appearance on the small screen soon, as well; Neil Gaiman used her in his Sandman comics for DC, the adaptation of which has just had its second season announced by Netflix.
By creating triggers, you can ensure that your idea remains top of mind and more likely to be shared. Emotion plays a significant role in driving sharing behavior. People are more likely to share ideas that evoke strong emotions, whether it's awe, anger, or excitement. By tapping into these emotions, you can make your idea more memorable and shareable. Public refers to the idea that people are more likely to imitate behavior that they can observe. By making your idea more public, such as showcasing it in a public space or involving influential individuals, you can increase its shareability and adoption. Practical value refers to the usefulness or value that people find in sharing your idea. If your idea offers some practical benefits or solves a problem, people will be more likely to share it with others. Finally, stories are the vehicles through which ideas are shared. Humans are wired to respond to narratives and storytelling, so crafting a compelling story around your idea can make it more shareable and memorable. The concept of magic words provides a framework for creating contagious ideas that spread naturally through word of mouth. By incorporating these elements into your marketing campaigns or content, you can increase the likelihood of your idea going viral and reaching a broader audience. Overall, Jknah Berger's magic words offer valuable insights into the psychology of sharing and how to create contagious ideas. By understanding and utilizing these principles, marketers and individuals can tap into the power of word of mouth to amplify their messages and make a lasting impact..
Reviews for "Jknah Berger's Magic Words: Unlocking the Secrets to Happiness"
1. Sarah - 2/5 - I was really disappointed by "Jknah Berger Magic Words". I had heard so many great things about it, but it just didn't live up to the hype for me. The book seemed to drag on and on, and I found myself getting bored and losing interest. The author's writing style also didn't captivate me as much as I had hoped. Overall, I wouldn't recommend this book to others.
2. Mark - 1/5 - "Jknah Berger Magic Words" was a complete waste of time for me. The plot was confusing and convoluted, and the characters felt flat and uninteresting. The book lacked proper development and resolution, leaving me feeling unsatisfied and frustrated. I couldn't connect with the story or the author's writing at all. I regret picking up this book and would advise others to steer clear.
3. Lisa - 3/5 - While "Jknah Berger Magic Words" had a unique concept, I couldn't fully enjoy it due to the poor execution. The pacing of the story was inconsistent, and I found myself struggling to stay engaged. Additionally, the character development was lacking, and it was hard for me to feel invested in their journeys. While some parts of the book were entertaining, overall, it fell short of my expectations.
4. John - 2.5/5 - "Jknah Berger Magic Words" had its moments, but I ultimately found it to be underwhelming. The writing style was too verbose and unnecessarily complicated, which made it difficult for me to fully immerse myself in the story. Additionally, the plot twists felt forced and predictable, taking away from any sense of surprise or excitement. While it wasn't a terrible book, it didn't leave a lasting impression either.