How to Rise Above Expectations With Talk Triggers [Podcast]

October 1, 2018 Randy Frisch

As a marketer, you probably know by now that word of mouth is the most powerful way to build awareness. This leaves businesses wondering if it’s possible to harness this power to control and strategize word-of-mouth marketing.

In their new book Talk Triggers, co-authors Jay Baer and Daniel Lemin explain that not only is there a way that you can generate purposeful word of mouth, but you can also strategize the “talk triggers” that will capture the public’s attention.

Convince & Convert founder Jay Baer and Daniel Lemin, co-founder of Selectivor, join the Content Experience Show to discuss their new book, Talk Triggers.

In This Episode:

Why Word of Mouth is So Important

Between 50 and 91 percent of all purchases are influenced by word of mouth, but nobody actually has a word-of-mouth strategy. That said, it’s likely that a tremendous amount of dollars that your business has earned are thanks to word of mouth.

“When you take the most boring thing in your business and you make it interesting, it actually stands out more because people expect nothing from it.” — @jaybaer

How to Create an Effective Talk Trigger

Every business has something different. That difference is your talk trigger. A talk trigger is a strategic operational differentiator that compels word of mouth. Your talk trigger is something that’s so unique, people can’t help themselves—they must tell people about it.  

“If it's not a remarkable thing, then people will not talk about it, no matter how grand the gesture is.” — @daniellemin

How to Avoid Being Gimmicky

Your talk trigger is an operational choice that creates marketing advantages. It’s not marketing. So, your talk trigger must be believable and genuine. If it creates suspicion or doesn’t feel trustworthy, people aren’t going to buy it.

“If you can’t come up with an idea that actually can reach everyone, maybe it’s best to keep looking.” — @daniellemin

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About the Author

Randy Frisch

Randy Frisch is the CMO and Co-Founder of Uberflip, a content experience platform that empowers marketers to create content experiences at every stage of the buyer’s journey. He has defined and led this movement, prompting marketers to think beyond content creation and truly put their customers first by focusing on the experience. This movement has fuelled an annual conference, Conex: The Content Experience, that brings together 750+ passionate marketers, and a North American-wide Conex Tour. Randy is also the host of The Marketer’s Journey podcast, was named one of the Top 50 Fearless Marketers in the world by Marketo, and is the best-selling author of F#ck Content Marketing: Focus on Content Experience (yeah, he swears sometimes).

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