Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth

by Jay Baer, Daniel Lemin

Overview

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 propellants

Consumers 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.

Product Details

ISBN-13:	9780525537274
Publisher:	Penguin Publishing Group
Publication date:	10/02/2018
Pages:	272
Sales rank:	1,118,862
Product dimensions:	6.20(w) x 9.10(h) x 1.00(d)

About the Author

Jay Baer is the president of Convince & Convert, an online customer service and digital marketing consultancy. He is the author of five books, including Hug Your Haters and Youtility. He contributes articles to Inc., Entrepreneur, and Forbes.com; writes the world's #1 content marketing blog; and hosts several award-winning podcasts.

Daniel Lemin is a respected authority on the reputation industry, a consultant for prominent Fortune 500 companies, a frequent public speaker, and a senior strategist with Convince & Convert.

Table of Contents

Foreword Ted Wright ix

Section 1 Why Word of Mouth Works 1

Chapter 1 Talk Is Cheap 3

Chapter 2 Steer the Conversation 13

Chapter 3 Same Is Lame 23

Section 2 The Four Talk Triggers Criteria 33

Chapter 4 Be Remarkable 41

Chapter 5 Be Relevant 51

Chapter 6 Be Reasonable 61

Chapter 7 Be Repeatable 71

Section 3 The Five Types of Talk Triggers 81

Chapter 8 Talkable Empathy 87

Chapter 9 Talkable Usefulness 95

Chapter 10 Talkable Generosity 105

Chapter 11 Talkable Speed 115

Chapter 12 Talkable Attitude 123

Section 4 Create Talk Triggers in Six Steps

Chapter 13 Gather Internal Insights 139

Chapter 14 Get Close To Your Customers 151

Chapter 15 Create Candidate Talk Triggers 163

Chapter 16 Test and Measure Your Talk Triggers 177

Chapter 17 Expand And Turn On 189

Chapter 18 Amplify Your Talk Trigger 201

Chapter 19 Create Your Next Talk Trigger 211

Appendix: Quick Reference Guide 221

Acknowledgments 233

Authors' Note 237

Notes 239

Index 253