I won’t say I am a book worm because I read and listen to books so I don’t live in books – I am not sure what is the term for one who read/listen digital books. Bookvirus may be? lol.
This week, the book was Talk Triggers and I am glad I got a chance to learn about Talk Triggers in details. I decided to share my learning with you all, enjoy!
Talk Triggers by Jay Baer & Daniel Lemin
Technology has changed the way we used to advertise & the way marketing used to work. Now, to stay top of the competition, you have to give your customer a reason to talk about your product!
In this technology era, there is a lot out there and too much information to remember. We often tend to choose products and services referred by our friends or family. Word of mouth aka talk trigger can help your brand to stand out using word-of-mouth as it is the most effective advertising method. Plus, you won’t have to spend a lot of marketing budget on advertising.
Studies show that single word-of-mouth recommendation by a new customer can lead to almost $200 in increased sales. So, the question is: How do you create talk triggers that actually work? There are a few tips:
1. One thing to keep in mind is that talk triggers are useful if your product or service is actually remarkable and worth mentioning during conversations. If your product is not interesting, customers are not going to bring that in their conversations, hence, no talk triggers.
2. Be relevant, good talk triggers always say something about the business’s core value. Take Hilton’s DoubleTree hotel chain. The first thing customer receive is a warm cookie – a perfect symbol of the hotel’s emphasis on the warm welcome and cozy hospitality.
3. Be reasonable. Avoid showy stunts and keep it real – people can relate to real things, making your product trustworthy.
4. Be memorable. Create talk triggers that stick to customer’s memories and are emotion based so they want to tell their friends and family about their experience. Best way to be memorable is to demonstrate empathy, generosity, and/or fun.
5. Do research and monitor the influence of your talk triggers. Keep looking for ways to improve the customer’s experience.
6. Lastly, be repeatable. Talk triggers should apply to all customers rather than individual different experiences. No differentiator will be loved by all the customers, if that was the case, it wouldn’t be different enough to start the talk trigger. Also, there should not be any “ifs” and “buts” in the talk triggers.
Summary: Word-of-mouth is the best way to grow your business in today’s world. The best part is its free marketing. All you have to do is, craft a talk trigger that fits your brand’s core values and inspires customers to talk about it.
