Author : Jay Baer and Daniel Lemin
The Blurb : Talk Triggers is the definitive, practical guide on how to use bold operational differentiators to create customer conversations.
Key + : Really actionable advice.
Key – : Case studies are all US.
Talk Triggers is a clear guide to understanding how to get your customers to be your biggest advocates. It’s presented in plain-speaking language, with no marketing psycho-babble at play, and provides some really actionable ideas that all marketers could apply in their day-to-day work.
The overall premise is that we know word of mouth is important and indeed peer-to-peer recommendations are often more trusted than other forms of marketing, so how do we as marketers get more people doing this leg work for us?
The authors demonstrate that doing a good-enough job is not enough. No-one opens a conversation with, ‘That hotel I stayed in last night was adequate’ or ‘that mortgage adviser I used was alright’. Unfortunately being run-of-the-mill good isn’t enough to get any business talked about – what people do talk about is being different.
According to the book, this difference is your ‘talk trigger’.
A USP (unique selling proposition) is apparently quite different from a talk trigger. The former being something that gets discussed i