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.

Jab, Jab, Jab, Right Hook

Jab, Jab, Jab, Right Hook by Gary Vaynerchuk

When managers and marketers outline their social media strategies, they often plan for the “right hook”-their next highly anticipated sale or campaign that’s going to put the competition out for the count. Even companies committed to jabbing-patiently engaging with customers to build the relationships so crucial to successful social media campaigns-still yearn to land the powerful, bruising swing that will knock out their opponent or their customer’s resistance in one tooth-spritzing, killer blow. Right hooks, after all, convert traffic to sales. They easily show results and ROI. Except when they don’t.

In the same passionate, street-wise style readers have come to expect, Gary Vaynerchuk is on a mission to improve marketers’ right hooks by changing the way they fight to make their customers happy, and ultimately to compete. Thanks to the massive change and proliferation in social media platforms in the last four years, the winning combination of jabs and right hooks is different now. Communication is still key, but context matters more than ever. It’s not just about developing high-quality content, but developing high-quality content perfectly adapted to specific social media platforms and mobile devices-content tailor-made for Facebook, YouTube, Instagram, Pinterest, Twitter, and Tumblr. A mash-up of the best elements of Crush It! and The Thank You Economy with a 2013 spin, here is a blueprint to social media marketing strategies that really works.

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First things first: even though this book was put out in 2013 and it’s now almost 2017, this book is still relevant. Ok, Tumblr might not still be relevant, but the other platforms are very much in play. And Gary’s message that underlies the whole book can translate to any platform: lay out a series of great jabs that are native to the platform to sink them with a spectacular right hook and close the sale.

The breakdown of each social network may feel a little dry, but the real life examples of social media posts and Gary’s analysis of them (the good, the bad, and the ugly) makes this book worth it. This is a great book to keep on hand as a reference item if you’re trying to get serious about social media. It’s one thing to hear the theoretical aspect of how to do social, it’s another thing to be gifted with a variety of examples across industries that you can really get your arms around.

I really love Gary’s message and strategies because they align with my own approach to social. I hear the same questions from people over and over – How do I get people to convert? The question you should be asking is – How can I consistently give the most value so that when people are ready to buy from me, they won’t even think of going to a competitor? That’s the message behind Jab, Jab, Jab, Right Hook. It really is that simple, so stop trying to make it difficult!

Also, I have to give kudos where kudos are due: the publishers of this book hit a homerun with how they put the book together. I’m not sure if there even is a paperback version, but you should spring for the hardcover anyway. The paper feels amazing in your hands. I’m a nerd about paper to begin with, but trust me when I say this a book you just want to keep touching. The paper is like velvet. The size of the book is also big enough that you know right away this is a reference book, not a novel, but it’s also small enough that it’s not obnoxious. It’s currently forming the base of my business reference book pile on my desk and it looks amazing doing it.