Talk Triggers | Jay Baer

Summary of: Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth
By: Jay Baer

Introduction

Welcome to the world of ‘Talk Triggers’, where word-of-mouth advertising can be the most impactful tool in promoting your brand. In this summary of the insightful book by Jay Baer, we’ll delve into the secret sauce behind successful businesses that have managed to save millions in advertising expenses by simply sparking conversations among customers. From the Cheesecake Factory’s enormous menus to DoubleTree hotel chain’s warm cookie welcome, we’ll discover how to create and implement unique talk triggers that are remarkable, relevant, reasonable, and repeatable, resulting in an increase in public profiles, social media mentions, personal referrals, and turnover.

Talk Triggers: The Key to Word-of-Mouth Marketing

Discover how talk triggers can revolutionize your marketing strategy and drive customer referrals. By creating unique and memorable features, businesses can spark conversations and boost brand awareness without breaking the bank.

In today’s saturated market, it can be challenging to stand out and make an impact on potential customers. Traditional marketing techniques can be expensive and often fail to resonate with audiences. However, companies can tap into the power of word-of-mouth advertising to drive customer referrals and increase brand awareness. The key to achieving this is through “talk triggers.”

Talk triggers are unique features that encourage customers to talk about your product or service. By creating a memorable experience that customers can share with others, businesses can increase their chances of being recommended and mentioned on social media. An excellent example of a company that has mastered talk triggers is the Cheesecake Factory. By offering an extensive and highly-detailed menu, the chain has set itself apart from competitors and created a reason for customers to advertise its product for free.

In conclusion, talk triggers offer a cost-effective and highly-effective way for businesses to increase their public profile. By crafting unique and engaging features and sparking conversations amongst customers, companies can leverage the power of word-of-mouth marketing to boost their bottom line.

Creating Effective Talk Triggers

Creating talk triggers that work is essential for businesses trying to distinguish themselves from their competitors. A talk trigger must fulfill four criteria to be effective: it must be remarkable, relevant, reasonable, and repeatable. The Cheesecake Factory and their overwhelming menu and Hilton’s DoubleTree hotel chain’s warm cookies are examples of being remarkable and relevant, respectively. In contrast, Five Guys’ extra serving of fries and Skip’s Kitchen giving a free meal if a customer picks a joker are examples of being reasonable and repeatable. Implementing these criteria will make your brand stand out, become more trustworthy and lead to more customer engagement.

Creating Talk Triggers

Companies can create talk triggers by demonstrating empathy, generosity, and attitude. These values are not often associated with profit-driven companies but can be the key to creating a memorable customer experience. Doctor Glenn Gorab empathizes with new patients by calling them before their appointment, which results in regular referrals. Holiday World and Splashin’ Safari offer free unlimited non-alcoholic drinks, leading to positive word-of-mouth and a decrease in complaints. Canadian software company Uberflip created a talk trigger by sending out playful follow-up emails to attendees of a tech event, leading to people referring to them as “the headband company.” When companies show they are different and prioritize these values, they can create a buzz and attract new customers.

Triggering Talk with Useful and Speedy Services

Companies can trigger word-of-mouth marketing by providing useful and speedy services. Emotion-based talk triggers may not work for every company, but by enhancing the convenience and user-friendliness of their products, companies can set themselves apart from the crowd. Air New Zealand’s Skycouch, a seat that converts into a futon to promote comfort during long-haul flights, and Paragon Direct’s overnight pick-up and drop-off car servicing have become talk triggers. Providing services that make a real difference in customers’ lives can boost a company’s reputation and help it grow.

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