Having started the year wanting to dive into some business books, I was recommended Talk Triggers – The Complete Guide to Creating Customers with Word Of Mouth Marketing by an online colleague.
A Unique Approach
Talk Triggers has a very unique approach to creating customers using word of mouth marketing, compared to most. It provides structure and the steps necessary to provide a clear and understandable plan for harnessing the power of word of mouth marketing. It was enlightening to say the least and really got me thinking outside of the box!
What Is A Trigger?
You know, like the warm cookie you get when you check into a gorgeous hotel. Or maybe that top-notch holiday resort where you get a gorgeous glass of bubbly handed to you upon arrival. No catch. Just all the soft drinks and soda you want, for your whole visit.
A Practical Approach
That’s where the second point of differentiation comes in. This book is practical. Word of mouth seems magical. Some companies just seem to be able to do it, and some don’t.
Jay Baer and Daniel Lemin aren’t about magic. They’re about science. There’s an actual plan here. They call it the 4-5-6 method.
What Is The 4-5-6 Method?
4: Four things your talk trigger needs to be:
Remarkable – Something unusual that stands out, that you’d remark on.
Relevant – Something that pertains to your business. An ice cream store that gave out free Lactaid pills would be delivering something relevant (why don’t they do that?). An ice cream store that gave out free rain ponchos wouldn’t.
Reasonable – Oprah giving a car to everyone in her studio audience is not reasonable. (most notably, that isn’t affordable on a regular basis!) The examples they are talking about are something small, that makes a difference, like a cookie, or an auto repair shop that picks up your car fixes it overnight, and brings it back to you.
Repeatable – Giving a free checkout to every ten-thousandth customer isn’t repeatable. The talk triggers in this book are things that touch every customer. The companies deliver them consistently. Like the free shipping and free returns for Zappos.
5: The five types of talk triggers
- Talkable empathy
- Talkable usefulness
- Talkable generosity
- Talkable speed
- Talkable attitude.
6: The six steps to build a talk trigger:
- Research customer interactions
- Scaling up
A Universal Systematic Program
If you get the impression from this description that this is a systematic program, you’re right. However, it may not be easy, but it’s universal. Anybody can follow this word of mouth approach.
Baer and Lemin have created the simplest possible guide to doing what your business ought to do to stand out and grow. As they say, “Same Is Lame. But different is risky”. This book takes most of the risk out of it.
Word Of Mouth Marketing
In Conclusion, my first Marketing book of the year, Talk Triggers seems to have a very unique approach. It provides structure and the steps necessary to provide a clear and understandable plan for harnessing the power of word of mouth marketing.
Jay & Daniel has created a book that doesn’t just tell you why word of mouth is so vital, in addition, it also explains how to actually make it work. I loved this book, took a lot of notes, and plan on implementing a few key ideas as quickly as possible.
This book is well worth the investment and I’d love to know what you think. Be sure to let me know if you’re a fellow bookworm.
Another excellent read, The E-Myth Revisited – Why Small Businesses Don’t Work. I have written an in-depth review – a truly brilliant book and a must-read!