Having started the year wanting to dive into some business books, specifically looking for marketing genre, I was recommended Talk Triggers – The Complete Guide to Creating Customers with Word Of Mouth by the wonderful Kim from The Blog Genie.
A Unique Approach
Talk Triggers seems to have a very unique approach to creating customers with 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 and really got me thinking out of the box.
Talk Triggers Review
Here is a fabulous Amazon review that put’s it perfectly:
If you’re in an agency, or in marketing, you’ve probably heard clients say “We want to create something viral.” It’s practically a meme. And it’s insipid. You cannot go out and create something viral. It’s a long-shot, like writing a bestselling novel or recording a hit record, and you can’t plan it. And even if you do it, what does it have to do with your business?
Talk Triggers is about something far more fundamental — and achievable. It is about how to embed an element in your business — a small but fundamental element — that people will share and remark upon in a positive way. That’s a talk trigger. It creates word of mouth. And word of mouth is a powerful way to generate growth — more powerful, and way cheaper, than any other form of marketing.
Word-of-mouth marketing is nothing new. The Word of Mouth Marketing Association, WOMMA, was founded 14 years ago. There have been dozens of books on the topic.
But this is different.
First off, it isn’t about marketing. It’s about embedding a talk trigger into your culture — and how to invent one.
What kind of triggers are we talking about here?
You know, like the warm cookie you get when you check into a DoubleTree hotel.
Or Holiday World and Splashin’ Safari, a theme park where you get free drinks. No catch. Just all the soft drinks and soda you want, for your whole visit.
Or Americollect, a medical collection agency where they’re ridiculously nice to you, they listen, and they’re sympathetic. Yes, a sympathetic collection agency.
Describing these examples is fun. But this book is not just about describing examples, which any dope can do.
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?
The “4” is the four things your talk trigger needs to be:
Something unusual that stands out, that you’d remark on.
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.
If, like me, you weren’t sure what Lactaid Pills were for! It explains it here:-
A natural enzyme that helps break down lactose – the sugar found in dairy foods
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.
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.
The “5” is the five types of talk triggers
1. talkable empathy
2. talkable usefulness
3. talkable generosity
4. talkable speed
5. talkable attitude.
And the “6” is 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 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. However, as they say, “Same Is Lame.” But different is risky. This book takes most of the risk out of it.
I’m in my virgin year of devouring marketing books and intend to read the newer publications along with the older books, which are somewhat more backed by a larger quantity of good reviews.
Word Of Mouth Marketing
In Conclusion, for 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, but it also explains how to actually make it work. I devoured this book, took a lot of notes, and plan on implementing a few key ideas as quickly as possible.
I have also devoured The E-Myth Revisited and written an in depth review – a truly brilliant book and a must read!
This book is well worth the investment, I’d love to know what you think.