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

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

by Jay Baer, Daniel Lemin
Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth

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

by Jay Baer, Daniel Lemin

Hardcover

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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.


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    Product Details

    ISBN-13: 9780525537274
    Publisher: Penguin Publishing Group
    Publication date: 10/02/2018
    Pages: 272
    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

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