Get more referrals. Referrals have a sweetness in business that never gets old. Would you like to increase your word of mouth exposure? Today’s interview is with Jay Baer, founder of Convince and Convert. Jay is also a New York Times best selling author. We talk about what Jay says are Talk Triggers. Discover how to get more referrals.
In this episode we’ll cover:
- How to increase word of mouth for your business
- Catalyzing talk triggers and staying consistent
- How to get your customers to talk about you
- What it means to be REMARKABLE
- The cost effective ways to market
Target Audience: Jay is the founder of a company called Convince and Convert. He helps brands double their digital companies through social media, content marketing, word of mouth marketing, and online customer service. Jay spends a lot of his time writing speeches and books.
The Best Kind of Customers are the Ones You Get for Free
But how do we do it? Jay says, this becomes possible when your current customers go from customers to champions. It happens when they go out of their way to tell their friends how awesome you really are. This is really important because TODAY- we trust companies less than ever. We trust people- REAL people. So, word of mouth is ever powerful.
In today’s world – and on Facebook, any type of attempted advertisement is up against some pretty fierce competition. You think about all the things you may see on your Facebook timeline (think kittens and Trump!) And so, it is really about being remarkable. It is about creating talk triggers and baking them into your operations and your marketing strategically- NOT accidentally. Customers will then go out of their way because they feel compelled to talk about you.
Talk Triggers!
Let’s take The Cheesecake Factory as an example. Did you know that this company spends 5x less than other restaurants in that category? WHY? They have 3 different talk triggers. #1: They have a massive menu (5,901 words long). #2: Their portion sizes are insane. #3: They also have 33 different types of cheesecakes! This is all strategic – it is meant to stimulate conversation and catalyze word of mouth. This lowers their advertising costs and increases profits.
Talk Triggers & Staying Consistent
Talk triggers have to be relevant to the brand. Jay also believes in having a consistent style of dress. He chooses to consistently wear plaid suits for all his talks. This becomes a talk trigger for people. As mentioned earlier, Jay believes in striving to be remarkable (not just great). To be remarkable literally means being worthy of notice or attention.
The best talk triggers don’t have to be amplified. You start from the inside out. What you really need to do is start with your employees. They’ve got to be your biggest advocates. After them, your best customers are your next “line of defense.” And then the influencers (experts in your industry, etc) are your next “line of defense.” Not only is this less expensive but also much more likely to work.
Practical and Actionable:
Observe your customers using your product or service. When you spend quality time watching this in action, you will start to see opportunities for different talk triggers.
