Talk Triggers Buchzusammenfassung - das Wichtigste aus Talk Triggers

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Zusammenfassung von Talk Triggers

Name: Talk Triggers
Rating: 4.6 (56 reviews)
Author: Jay Baer and Daniel Lemin

Jay Baer and Daniel Lemin

The Complete Guide to Creating Customers with Word of Mouth

4.6 (56 Bewertungen)

16 Min.

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Sales Strategy Marketing

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Talk Triggers
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What’s in it for me? Top tips to craft tantalizing talk triggers.

Technology has changed the world around us, and few people have had to make as many adjustments as marketing experts. The old-school approach of buying up advertising slots between popular television shows just doesn’t cut it any more. If you want to stay on top of the competition, you’d better be steering the conversation and giving customers a reason to talk about your business.

After all, few things are as likely to make people reach for their wallets as a personal recommendation from someone they know and trust. But that’s only going to happen if you’re offering something memorable enough to bring up in conversation in the first place. In other words, you need a talk trigger. Whether it’s a unique menu, ultimate comfort or world-beating efficiency, talk triggers add value to your product or service while avoiding gimmickry. Most importantly, they communicate your business’s core values.

Crafting them might be an art, but it’s not impossible. All it takes is some careful planning and an ability to read the market and respond to feedback from your customers. That’s exactly what these blinks will show you how to do!

Read on to learn

how a simple cookie can communicate a hotel chain’s entire brand ethos;
why crafting talk triggers is a job best delegated to multiple departments in your company; and
how to tell if a talk trigger is working on potential customers.

Word-of-mouth advertising is the most effective, and talk triggers increase your chances of being mentioned.

Few things are more likely to convince consumers to buy something than a friend’s recommendation. That’s something companies understand, which is why they hire celebrity “influencers” to promote their brand. But what if there was some way to spread the word about your business without having to shell out for reality TV personalities?

Well, there is. It’s called word-of-mouth advertising, and it has the potential to replace old-school marketing techniques. Take the Cheesecake Factory. The restaurant chain’s yearly advertising bill comes in at a stunning $268 million less than its competitor Darden Restaurants, the company behind Olive Garden. In total, it spends just 0.2 percent of its revenue on advertising. Not bad for a multibillion-dollar enterprise! So, what’s the secret?

Two words: talk triggers. The Cheesecake Factory has created a reason for customers to effectively advertise its product to each other for free. That is, its eye-catchingly enormous menus. These are 5,940 words long and feature 85 chicken dishes alone! This sets the company apart from the competition and sticks in the mind of anyone who comes to the restaurant for dinner.

Talk triggers are all about sparking conversation between customers and potential customers. Adding a feature to your product or service that gets people talking and allows them to tell a story about their experience is a great way of boosting your chances of being mentioned or recommended.

In the following blinks, we’ll take a closer look at specific talk triggers that helped increase businesses’ public profile, mentions on social media, personal referrals and turnover. As we’ll discover, word-of-mouth recommendations are so effective because they’re regarded as more credible than advertising. In an age of greater suspicion and savviness, that’s critical.

Let’s find out how you can start crafting unique talk triggers for your company!

Talk triggers are remarkable, relevant, reasonable and repeatable.

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.

Three of the five types of talk triggers appeal to emotions in an unexpected way.

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.

The other two types of talk trigger focus on efficiency.

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.

To plan your talk trigger, gather insights from across your business, and from customers.

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.

Monitor the influence of your talk trigger to measure if it is (still) creating conversation.

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!

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Worum geht es in Talk Triggers?

Talk Triggers (2018) reminds us of a truth so obvious it’s often forgotten: nothing drives customers through your doors as effectively as word-of-mouth recommendations. The trick is to strategically steer the conversation your way with carefully crafted talking points that set you apart from the competition. In these blinks, you’ll learn how to do this.

Bestes Zitat aus Talk Triggers

Studies show that a single word-of-mouth recommendation by a new customer can lead to almost $200 in increased sales.

—Jay Baer and Daniel Lemin

Wer Talk Triggers lesen sollte

Entrepreneurs looking to spread the word about their business
Salespeople interested in strategy
People working in marketing

Über den Autor

Jay Baer is the founder of Convince & Convert, a consultancy firm specializing in building and retaining a customer base. He is the author of Hug Your Haters and Youtility. Daniel Lemin is a former Google communications leader and co-founder of the healthy eating platform Selectivor. He is the author of Manipurated.

Kategorien mit Talk Triggers

Marketing & Sales

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