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Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth Hardcover – October 2, 2018

4.7 out of 5 stars 139 ratings

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From the Back Cover

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If you buy this book and don't love it, go to the official website and contact the authors. They will buy you ANY other book of your choosing. 

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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Product details

  • Publisher ‏ : ‎ Portfolio (October 2, 2018)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 272 pages
  • ISBN-10 ‏ : ‎ 0525537279
  • ISBN-13 ‏ : ‎ 978-0525537274
  • Item Weight ‏ : ‎ 1.01 pounds
  • Dimensions ‏ : ‎ 6.2 x 0.93 x 9.3 inches
  • Customer Reviews:
    4.7 out of 5 stars 139 ratings

Customer reviews

4.7 out of 5 stars
4.7 out of 5
139 global ratings
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Top reviews from the United States

Reviewed in the United States on October 9, 2018
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Reviewed in the United States on October 3, 2018
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Reviewed in the United States on October 2, 2018
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5.0 out of 5 stars You need this book to make your business grow
By Joshua D. Bernoff - Bestselling Author and Writing Coach on October 2, 2018
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.

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.
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Reviewed in the United States on December 13, 2018
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Reviewed in the United States on November 28, 2018
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Reviewed in the United States on November 20, 2018
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Reviewed in the United States on March 19, 2020
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Ron Immink
5.0 out of 5 stars Strategic word of mouth
Reviewed in the United Kingdom on January 11, 2019
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Aman Ratyal
5.0 out of 5 stars Page turner
Reviewed in the United Kingdom on March 6, 2020
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A great reader
5.0 out of 5 stars Good book
Reviewed in India on August 22, 2020
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Gaurav
5.0 out of 5 stars A Must Read!
Reviewed in India on January 26, 2019
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Joanne
5.0 out of 5 stars How to talk to people the right way!
Reviewed in Canada on April 19, 2019
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