- Hardcover: 272 pages
- Publisher: Portfolio (October 2, 2018)
- Language: English
- ISBN-10: 9780525537274
- ISBN-13: 978-0525537274
- ASIN: 0525537279
- Product Dimensions: 6.3 x 1 x 9.3 inches
- Shipping Weight: 1 pounds (View shipping rates and policies)
- Average Customer Review: 61 customer reviews
- Amazon Best Sellers Rank: #9,192 in Books (See Top 100 in Books)
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Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth Hardcover – October 2, 2018
"Maybe You Should Talk to Someone" by Lori Gottlieb
"This is a daring, delightful, and transformative book." ―Arianna Huffington, Founder, Huffington Post Learn more
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About the Author
Jay Baer is a 7th generation entrepreneur, author of 6 best-selling books, and founder of five multi-million dollar companies. He's the founder of Convince & Convert a marketing consultancy that helps the world's most iconic brands grow. He is hall of fame keynote speaker and emcee, and co-host of the Social Pros podcast.
Daniel Lemin is a respected authority on the reputation industry, a consultant for prominent Fortune 500 companies, a frequent public speaker, and an analyst with Convince & Convert. He is the author of Manipurated, and the co-founder of Selectivor, a food intelligence start-up.
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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.
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.
The “4” is the 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. (And stuff like that isn’t affordable on a regular basis.) We’re talking about something small that makes a difference, like a cookie, or Paragon Direct, the New York City 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.
The “5” is the five types of talk triggers — talkable empathy, talkable usefulness, talkable generosity, talkable speed, and talkable attitude.
And the “6” is the six steps to build a talk trigger: research; customer interactions; brainstorming; testing and measurement; scaling up; and amplifying.
If you get the impression from this description that this is a systematic program, you’re right. It’s not easy, but it’s universal. Anybody can follow this.
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.
I found myself constantly writing down notes. The topics were interesting and sparked many new great ideas. I own two small businesses and I plan to take the things I learned from this book and implement them ASAP. I have been looking for new ways to reach customers and reading this provided me with many new great thoughts. I also love how the book mentions Holiday World and the talk triggers it has! I am from Evansville, Indiana and it is very neat to see a hometown place find its way to an excellent book such as this.
I couldn't put this book down. I can't wait to test the talk triggers I created on my actual customers!!
This book is a must buy!
Jay and Daniel lay it all out there for you in easy to follow steps and practical examples from businesses of all sizes. It's guaranteed to get you thinking about how you can set yourself apart from a "sea of sameness". Get the book today and get people talking - about you and YOUR business!
Yes, there are plenty of book on this subject but none have contained this level of social intelligence and social proof in the social age.
Jay & Daniel have done some stellar studying for this book. I loved how they were able to take real, relatable examples from companies large and small and connect them to their research. This book is brilliant for small business owners who are looking to create something remarkable (along with the other 3 Rs) that gets people talking about their company.