Talk Triggers summary

The million-dollar question is: How do you create talk triggers that actually work, rather than random perks or, worst of all, gimmicks? There are four criteria you should look out for. Fulfill those and you’re on the right track. Let’s take a closer look at them.

First off, be remarkable. If your product or service isn’t interesting enough for a customer to mention it, it’s not a talk trigger. The Cheesecake Factory’s menu could overwhelm or even annoy customers, but it actually generates a huge number of conversations and recommendations. When the authors conducted a survey of the company’s customers, they found that 57 percent mention the size of the menu when recommending the restaurant.

Talk triggers give customers an experience that sticks in their memories so they want to tell their friends and family about it. One of the most effective ways of creating this is to demonstrate empathy, generosity and fun. After all, those aren’t values we usually associate with profit-driven companies. Show that your business is different and you’re guaranteed to give your clients something to talk about.

Let’s start with empathy. Take doctor Glenn Gorab, a New Jersey-based oral surgeon. He goes out of his way to empathize with first-time patients, calling them a week before their appointment to introduce himself and answer any questions they might have. It’s a simple gesture, but it goes a long way. The result? Patients regularly recommend Gorab’s services to their friends.

Emotion-based talk triggers can be extremely useful, but they don’t make sense for every company. That doesn’t mean these companies should forego the opportunity to set themselves apart from the crowd, however. In fact, emphasizing efficiency can be just as effective.

What does that look like in practice? Well, you’ll want to underscore two things here – usefulness and speed.

Although there are some rare exceptions, like the joker used by Skip’s Kitchen, most talk triggers don’t translate into immediate profit boosts. Crafting the perfect talk trigger is all about developing and sustaining a carefully designed strategy. That requires the attention of more than just one department.

In fact, you’re best off involving your whole company in the process of creating talk triggers.

So, you’ve come up with a talk trigger that you think will take your business to the next level – what’s next? You’ll want to find out if your customers agree, or if you can convince them.

The key thing to remember is that your talk trigger should be easy to communicate. The best way to confirm that is to test it out as much you can. Try explaining it to a child, for example. If he gets it, it’s pretty likely your customers will, too. Another good indication that you’re on the right track is that your trigger doesn’t have any “ifs” and “buts.” After all, no one in his right mind is going to tell his friend about a great restaurant that gives its customers an extra portion of fries subject to availability in selected locations only!