What Holds Attention? Marketing Professor Jonah Berger — Knowledge at Wharton Podcast
- Sep 5, 2023
- 13:50
- Full Episode
Good writing can make even the most mundane topics interesting, according to new research from Wharton’s Jonah Berger that shows how communicators can keep their audiences engaged.
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Brief Summary
Jonah Berger discusses language's role in engaging audiences and sustaining attention in content creation.
Key points
- The Attention Economy. Jonah Berger explains how sustaining attention is crucial for effective communication.
- Writing Style Over Topic. Effective communication relies more on writing style than the topic itself.
- Magic Words Book. Jonah discusses his book on the impact of language in communication.
Episode highlights
- The Attention EconomyJonah Berger explains how sustaining attention is crucial for effective communication.“We live in the attention economy.”0:56Sep 5, 2023
- Writing Style Over TopicEffective communication relies more on writing style than the topic itself.“Good writing is not about the topic.”11:44Sep 5, 2023
- Magic Words BookJonah discusses his book on the impact of language in communication.“It's called magic words what to say to get your way.”13:21Sep 5, 2023
