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:
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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|Publisher:||Penguin Publishing Group|
|Product dimensions:||6.20(w) x 9.10(h) x 1.00(d)|
About the Author
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
Authors' Note 237