Talk Triggers

Talk Triggers by Jay Baer

Word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Yet even today, fewer than 1% of companies have an actual strategy for generating these crucial customer conversations. Talk Triggers provides that strategy in a compelling, relevant, timely book that can be put into practice immediately, by any business.

The key to activating customer chatter is the realization that same is lame. Nobody says “let me tell you about this perfectly adequate experience I had last night.” The strategic, operational differentiator is what gives customers something to tell a story about. Companies (including the 30+ profiled in Talk Triggers) must dare to be different and exceed expectations in one or more palpable ways. That’s when word of mouth becomes involuntary: the customers of these businesses simply MUST tell someone else.

Talk Triggers contains:
* Proprietary research into why and how customers talk
* More than 30 detailed case studies of extraordinary results from Doubletree Hotels by Hilton and their warm cookie upon arrival, The Cheesecake Factory and their giant menu, Five Guys Burgers and their extra fries in the bag, Penn & Teller and their nightly meet and greet sessions, and a host of delightful small businesses
* The 4-5-6 learning system (the 4 requirements for a differentiator to be a talk trigger; the 5 types of talk triggers; and the 6-step process for creating talk triggers)
* Surprises in the text that are (of course) word of mouth propellants

Consumers are wired to discuss what is different, and ignore what is average. Talk Triggers not only dares the reader to differentiate, it includes the precise formula for doing it.

Combining compelling stories, inspirational examples, and practical how-to, Talk Triggers is the first indispensable book about word of mouth. It’s a book that will create conversation about the power of conversation. 

While I’ve been making dismal progress on my Goodreads goal, I did manage to finish another book earlier this year that I never reviewed even though it was a good one.

I had the opportunity to see Jay Baer eighteen months ago at Social Media Marketing World. The talk he gave was the best one of the entire event. It was the most mind-blowing thing I’d heard at the time.

The topic?

Talk triggers.

I probably don’t have to tell you guys that I spend a lot of time consuming marketing content and thinking up new strategies and things to try. So it’s rare for me to get so excited about something and have that excitement last.

Talk triggers is that thing.

I picked up this book to read because a) I still hadn’t and b) eighteen months later and I still think Jay’s talk is one of the best marketing presentations I’ve ever seen.

But rather than telling you what Talk Triggers teaches and what you’ll learn from this book (which you can read in the back cover copy up above) let me tell you why I find the concept of talk triggers so unique and cool.

As a marketer, I love word-of-mouth and referral-based marketing. In my opinion, it’s one of the best ways to build a lasting business and it’s also the area I see business owners failing in over and over agin.

A talk trigger is basically something that ignites word-of-mouth marketing. It’s the differentiator your customer can’t stop talking about. It’s the kind of thing that they love to share on social media which translates to free marketing for you. It’s like pouring gasoline on a fire.

The best part? You can strategically create a talk trigger of your own to explode your business and create a lasting impression on every single customer you serve. And it doesn’t have to cost you a lot of money either.

If you’re ready to learn how you add more surprise and delight into every customer interaction, make sure you check out Talk Triggers.

Will It Fly?

Will It Fly? by Pat Flynn

Stop rushing into businesses born from half-baked ideas, misguided theories, and other forms of self-delusion. A lack of proper validation kills more businesses than anything else. As Joel Barker says, “Speed is only useful if you’re running in the right direction.” Will It Fly? will help you make sure you are clear for takeoff. It answers questions like: 

– Does your business idea have merit?
– Will it succeed in the market you’re trying to serve, or will it just be a waste of time and resources?
– Is it a good idea for you? 

In other words, will it fly?

Chock-full of practical suggestions you can apply to your business idea today, Will It Fly? combines action-based exercises and real-world case studies with anecdotes from the author’s personal experience of making money online, hosting successful podcasts, testing niche sites, and launching several online businesses.

Will It Fly? will challenge you to think critically, act deliberately, and dare greatly. You can think of the book as your business flight manual, something you can refer to for honest and straight-forward advice as you begin to test your idea and build a business that takes off and soars.

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I was initially hesitant to post a review of this book for fear it would make be seem like an obsessed fangirl. I’ve actually met the author before and I started going to his monthly entrepreneur meet-up in Downtown San Diego. BUT. This book is really good. Really good. And I figured you, the readers of my blog, should know about it!

After all, that’s why I started this blog right? To give reviews of books I’d read and liked to people in need of recommendations? So here you go!

This book is very practical and interactive. It walks you through the framework and encourages you to actually take time to do it as you move through the book.

Now, I know what you’re thinking: “Shannon there’s a million books like that on the market, why should I get this one?”

You should get it because I, who have spent a good chunk of the last couple years consuming podcasts and books about self-development, entrepreneurship, business, and marketing, still got something new out of this book. Something about the way Pat Flynn describes the Five Years exercise really made me think about my business in a different way and deepened my focus and commitment to what I really want and don’t want out of life.

But more than that, as I said, this book is highly actionable. Meaning if you put in the work, you will get something out of it. In fact I’ve had this book on my desk for two months since I finished it (yeah, I’m just now writing the review, leave me alone) and I keep thinking I need to go back and do the exercises from Part 3 because I didn’t have time when I was reading it to do the exercises. Though I’m know they’re really good and worth doing because I heard a scaled down version of it at a talk Pat gave that I attended.

Also if you enjoy his podcast, you will not be disappointed in the book because it sounds exactly like him. You can practically hear him reading it aloud in your mind. So that’s nice!