Talk Triggers
Talk Triggers is the definitive, practical guide on how to use bold operational differentiators to create customer conversations, written by best-selling authors and marketing experts Jay Baer and Daniel Lemin.Word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Yet even today, fewer than 1% of companies have an actual strategy for generating these crucial customer conversations. Talk Triggers provides that strategy in a compelling, relevant, timely book that can be put into practice immediately, by any business.The key to activating customer chatter is the realization that same is lame. Nobody says "let me tell you about this perfectly adequate experience I had last night." The strategic, operational differentiator is what gives customers something to tell a story about. Companies (including the 30+ profiled in Talk Triggers) must dare to be different and exceed expectations in one or more palpable ways. That's when word of mouth becomes involuntary: the customers of these businesses simply MUST tell someone else.Talk Triggers contains: * Proprietary research into why and how customers talk* More than 30 detailed case studies of extraordinary results from Doubletree Hotels by Hilton and their warm cookie upon arrival, The Cheesecake Factory and their giant menu, Five Guys Burgers and their extra fries in the bag, Penn & Teller and their nightly meet and greet sessions, and a host of delightful small businesses* The 4-5-6 learning system (the 4 requirements for a differentiator to be a talk trigger; the 5 types of talk triggers; and the 6-step process for creating talk triggers) * Surprises in the text that are (of course) word of mouth propellantsConsumers are wired to discuss what is different, and ignore what is average. Talk Triggers not only dares the reader to differentiate, it includes the precise formula for doing it.Combining compelling stories, inspirational examples, and practical how-to, Talk Triggers is the first indispensable book about word of mouth. It's a book that will create conversation about the power of conversation.

Talk Triggers Details

TitleTalk Triggers
Author
ReleaseOct 2nd, 2018
PublisherPortfolio
ISBN-139780525537274
Rating
GenreBusiness

Talk Triggers Review

  • Lorilin
    January 1, 1970
    The main point of this book is that your business's sales will increase if you give your customers a story (a talk trigger) to tell their friends and family. For example, people talk about The Cheesecake Factory 's exhaustive menu and Hilton Double Tree's warm cookies at check in. Give people a story to talk about, and they will market your brand for you.The book outlines what counts as a talk trigger. Then it talks about how to create talk triggers, how to measure their success, and then how to The main point of this book is that your business's sales will increase if you give your customers a story (a talk trigger) to tell their friends and family. For example, people talk about The Cheesecake Factory 's exhaustive menu and Hilton Double Tree's warm cookies at check in. Give people a story to talk about, and they will market your brand for you.The book outlines what counts as a talk trigger. Then it talks about how to create talk triggers, how to measure their success, and then how to expand and amplify them. In a nutshell, a talk trigger must be remarkable, relevant to your area of business, reasonable, and repeatable. It should focus on empathy, usefulness, generosity, speed, or attitude. You'll know it's working when customers feel compelled to share their experiences with others.One of the sections I found most useful is the one on potential obstacles that you might face as you consider a new talk trigger for your business. Author Jay Baer states:Employees and customers share an inability to envision things that are different. Different is hard. Different can be an unfortunate reminder of the unimaginative side of human beings... [Sometimes] the gatekeepers blocking your way are afraid the idea won't work, which might blow back on them, or they're worried that it will work and its success will somehow tarnish their reputation for creativity.No matter what, though, Baer encourages readers to keep thinking outside the box to consider new ideas. Allow new ideas time to work, he says, yet don't be afraid to abandon them if they aren't. Above all, don't let the haters get you down, and don't give up.Overall, Baer delivers a positive and empowering message using unique and creative strategies. I ended up really enjoying this book. Thanks to Portfolio and Amazon Vine for the ARC!See more of my book reviews at www.bugbugbooks.com.
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  • Jami Lilo
    January 1, 1970
    There are a lot of good tips in here that can be applied to smaller businesses, however the examples in book are primarily huge chains. Well written and packed in a easy to digest format. I'd recommend for any business owner or brand manager for creating something special that will get talked about, can be repeated, and will last.
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