Learn How To Create Talk Triggers And Communicate Your Brand Values To Potential Customers
Creating a talk trigger for your business can be an art, and not just any talk trigger will do!
You need to craft one that will capture the attention of potential customers and keep them wanting more.
Here are some top tips for creating tantalizing talk triggers that will make people sit up and take notice:
• Brainstorm ideas to create a buzz — Figure out how you can create something unique and memorable that speaks to your audience and communicates your brand’s core values
• Get creative — Think outside the box when it comes to crafting talk triggers – challenge yourself to come up with something truly remarkable that sets you apart from the competition.
• Take inspiration from other successful brands — Take a look around at what other successful businesses are doing and use their experience as inspiration for your own efforts.
Chances are there will be many lessons you can apply to your own business strategy.
• Don’t forget to delegate — Crafting a talk trigger isn’t something one person can do alone!
Make sure each department in your company has input into the final creation because it’s important to have every perspective accounted for.
• Monitor progress — Last but not least, make sure you’re monitoring progress and gauging reactions from potential customers as you go along.
This will help ensure that the end result is effective at driving conversations about your business in the long run!
How Talk Triggers Can Help You Get Free Word-Of-Mouth Advertising
Word-of-mouth advertising is the most effective form of marketing, and talk triggers can increase your chances of being recommended and mentioned by customers.
Take The Cheesecake Factory for example; its yearly advertising bill comes in at a much lower rate than competitors.
This proves how powerful word-of-mouth is when it comes to customer recommendations.
The Cheesecake Factory has implemented a clever system in order to get people talking – its menus are 5,940 words long and include 85 different chicken dishes!
This makes the company unique and helps them stand out from competitors.
Talk triggers essentially create conversations between customers and potential customers, sparking mentions across social media that can help boost publicity.
Talk triggers are more reliable than traditional forms of advertisements because they come from trusted sources that are known to be credible.
There are many successful companies that have used the strategy behind talk triggers in order to increase their presence within their industry, as well as their overall turnover.
Overall, implementing talk triggers within your business is an effective way to boost advertising efforts without breaking the bank on costly television personalities or campaigns.
Be sure to think about what features can set your product or service apart from others, so that customers will have a compelling reason to recommend you!
Four Criteria For Creating Talk Triggers That Actually Work
Talk triggers are more than just gimmicks and random perks.
If you want to create an effective talk trigger that will be remembered and talked about, they need to meet four criteria.
First, they must be remarkable – something interesting enough for a customer to mention or recommend the product or service.
Second, they must be relevant – something that speaks to the company’s core values and mission.
Third, they should be reasonable – avoid showy stunts in favor of a real gesture that customers can embrace.
Finally, talk triggers should be repeatable – something every customer can experience instead of being limited to a select group of individuals.
For examples of successful talk triggers, look no further than the Cheesecake Factory’s massive menu (which 57 percent of customers mention when recommending it), the Double Tree hotel chain’s complimentary warm cookie policy which highlights cozy hospitality, Five Guys’ extra serving of fries for everyone, and Skip’s Kitchen playing card game where the joker gets a free meal!
Through these experiences, we can see how crafting remarkable yet realistic talk triggers are memorable key factors for success.
How Empathy, Generosity, And Fun Will Make Customers Talk About Your Business
We often expect companies to be solely profit-driven and don’t take into account the kind of emotional appeal that many businesses can offer.
But according to the Talk Triggers book, there are five types of talk triggers, three of which aim to elicit an emotional reaction from customers in an unexpected way.
An example of this is doctor Glenn Gorab’s practice.
He shows empathy by calling first time patients a week prior to their appointment and answering any of their questions.
This simple gesture is enough to make patients recommend his services to others – a small gesture that goes a long way!
Additionally, Holiday World and Splashin’ Safari also demonstrate an unexpected level of generosity through offering free non-alcoholic drinks to customers.
This idea may mean a loss in profits initially, but has resulted in fewer complaints overall and new customers through word of mouth.
Finally, taking a lighthearted approach when communicating with customers can generate more positive buzz than expected.
Uberflip found success in this area by giving out 100 headbands at the South by Southwest tech event – even after sending out follow up emails about attendees having “forgotten their headband” over 150 people contacted them for one!
Even now, many still refer to Uberflip as “the headband company” due to its successful talk trigger appeal.
Efficiency And Convenience Can Be Just As Effective Talk Triggers As Emotions
In “Talk Triggers,” authors Jay Baer and Daniel Lemin emphasize that emotion-based talk triggers can be an important way for companies to set themselves apart, but not all businesses should focus solely on these kinds of marketing approaches.
They also advocate for focusing on two types of talk triggers that focus on efficiency – “usefulness worth talking about” and “speed.”
Using the example of Air New Zealand, usefulness worth talking about refers to anything that provides convenience and an enjoyable experience for customers making them want to share it with others.
Something like their Skycouch, which is simplified version of a futon bed with extra large footrests and foldable armrests in their economy class offers passengers the opportunity to lie down, stretch out and get some rest while parents are able to provide some space for children to play.
This product has been so well-received by customers that other airlines have begun investing in similar products.
On the other hand, when competing with rivals who are known for slow or inefficient services, emphasizing speed is also an effective talk trigger.
Paragon Direct, a Honda and Acura dealership in New York City realized this when they implemented their convenient overnight car service policy.
This new policy allowed people to pick up their cars from anywhere within New York City at any given time of day without having to wait around or leave their homes.
The company saw major growth after implementing this system as it quickly became the talk of the town for its speediness and convenience.
A Roadmap To Crafting An Effective Talk Trigger With The Triangle Of Awesome Method
Developing a successful talk trigger isn’t just about boosting profits; it’s about crafting a carefully designed strategy.
To do that, you’ll need to bring insights from all corners of your business, as well as from customers.
That’s why Naveen and Jupiter recommend the Triangle of Awesome: a method for uniting representatives from marketing, sales, and customer service departments when planning your talk triggers.
Start by having each representative present data on your customers and what they’re saying about the market segment you’re in.
Then compile any patterns into bullet points – such as customer needs or views about packaging – and start to create a “because” statement to explain why the talk trigger matters for your company.
Have each corner of the triangle consider what kind of story they want their customers to tell each other and how this ties in to their core values.
Collaboration between departments is essential if you want your talk triggers to be effective and embraced by customers after all!
Try Out Your Talk Trigger To Get People Talking About You And Drive Up Sales
Once you’ve implemented your Talk Trigger, monitoring its influence is the key to determining if it’s still creating conversations about your business.
There are a few different ways to go about this.
A good first step is analyzing online conversations for topics relevant to your trigger; look for data on social media discussions, customer uploads, and user reviews.
To go even further, you can use surveys, comment cards and feedback from your sales team to monitor offline conversations as well.
Your goal during the testing phase should be that at least 10% of all conversations involving your business mention or center around your talk trigger; by making it easily understood and communicable, this should become easier over time.
Once you’ve permanently rolled out the campaign, that number should rise to 25% or higher; Take DoubleTree Hotels as an example: the warm cookie policy they offer is mentioned in around 35% of all conversations than involve their business!
If the numbers don’t meet the target within a few weeks of testing it out, consider scrapping it and going back to basics by coming up with something new – remember, trends move quickly so staying on top is essential for success!
Remember too that personal recommendations are worth their weight in gold when trying to boost sales, so be proactive and start conversations using your own unique talk trigger to get people talking!
Wrap Up
The Talk Triggers Book Summary highlights the importance of word-of-mouth recommendation to grow a business, and provides actionable advice on how to create unique talk triggers that can help you stand out from the competition.
To ensure success, the book suggests looking at customers’ opinions of rival companies, so that you can identify what works for them and apply those lessons to your own talk triggers.
Ultimately, Talk Triggers is an invaluable resource for any business looking to create a memorable impression in the minds of their customers.
By following the advice presented in this book, businesses can make sure they’re making the most out of opportunities to start conversations and forge relationships that will drive incremental sales and word-of-mouth referrals.
