Find a Talk Trigger to Start Conversations

Looking for a way to lower sales and marketing costs while delighting your customers? A talk trigger could be the answer. Here’s how a simple, memorable experience can become the secret to skyrocketing word-of-mouth referrals.

This was so good I had to share it with you. You know when you read a book and you think, “I can do that, and this can really change my business”? It happened to me when I discovered talk triggers.

Here is a link to the book called Talk Triggers by Jay Baer which explains every detail.

If you would like to get more facts and figures about the Doubletree Cookie be my guest.

What Is a Talk Trigger?

A talk trigger is a memorable, positive experience that encourages customers to share stories about your brand. Think of it as organic advertising through customer conversations. Word of mouth remains the leading source of new customers for many small businesses—and the right talk trigger can take that to the next level.

Example of an Iconic Talk Trigger: Doubletree's Warm Cookie

If you’ve stayed at a Doubletree Hotel in the last 10-20 years, you’ve probably received their signature warm chocolate chip cookie at check-in. It’s more than just a treat—it’s a powerful talk trigger. Guests often share this experience, which has saved Doubletree millions in advertising costs while reinforcing customer loyalty.

The 4 Characteristics of an Effective Talk Trigger (The 4 Rs)

To be effective, a talk trigger must check off these four essential criteria:

  1. Remarkable: The talk trigger must surprise and delight customers in a way that they want to share it.
    • Example: Doubletree’s warm cookie is remarkable because it’s an unexpected, personalized treat at check-in—a moment guests often talk about.
  2. Relevant: It should align with your brand and be meaningful to your audience.
    • Example: Umpqua Bank serves fresh coffee to customers when they visit. Since they position themselves as a “friendly, customer-first bank,” offering hospitality in this way reinforces their core brand message.
  3. Reasonable: The experience should be credible—not so over-the-top that it seems unrealistic.
    • Example: Trader Joe’s employees giving free samples or assisting customers with opening products to try in-store is generous but reasonable—it makes customers feel valued without being too extravagant.
  4. Repeatable: You should be able to deliver the same experience consistently to every customer.
    • Example: Chick-fil-A’s friendly “my pleasure” response and exceptional service is consistently delivered across all locations, making the experience repeatable and dependable.

Talk Triggers Beyond Marketing: Strengthening Internal Teams

Talk triggers aren’t just for customers—they can also have a profound impact on internal team dynamics. When applied internally, a talk trigger can enhance collaboration, boost morale, and foster a positive work culture. Here’s how a team-focused talk trigger can provide the same benefits as a customer-facing one:

  1. Remarkable Internal Practices:
    • Example: A company that starts every Monday with a “Wins and Gratitude” meeting where team members share recent successes and express appreciation for each other creates a memorable ritual that spreads positivity. This reinforces a culture of support and recognition.
  2. Relevant to Team Values:
    • Example: A company with a mission centered on innovation might implement monthly brainstorming sessions where any idea—no matter how outlandish—is celebrated. This aligns with their values and empowers employees to contribute creatively.
  3. Reasonable and Sustainable:
    • Example: Providing employees with a small, personalized handwritten note of recognition from leadership each month. This is thoughtful, feasible, and can be implemented across departments without overburdening resources.
  4. Repeatable Across the Organization:
    • Example: A tech company that sends a celebratory email recognizing employee anniversaries with fun details about their contributions can easily repeat this process for every team member, making it consistent and meaningful.

By implementing talk triggers internally, companies foster an environment where employees feel valued and motivated. These moments create stories that employees share not only within the company but also with their networks, enhancing employer branding.

Why Finding the Right Talk Trigger Is Challenging

Identifying the right talk trigger isn’t easy. You need to truly understand your customers—or team members—since they’re the ones who determine if the experience is remarkable, relevant, reasonable, and repeatable. Testing multiple ideas is often necessary to discover the winner.

Involve Your Team and Customers in the Process

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Gather input from your entire team and even consider outside perspectives. But most importantly, collect honest feedback from your customers and employees—not just compliments, but meaningful insights. This type of feedback is crucial to finding a talk trigger that resonates.

How a Talk Trigger Can Transform Your Business

When executed well, a talk trigger can reduce marketing expenses and increase customer satisfaction. Internally, it can foster a sense of belonging and strengthen team morale. It turns loyal customers into advocates who spread the word for you and engaged employees into brand ambassadors.

Check out Jay Baer’s book, Talk Triggers for a comprehensive guide on implementing talk triggers.

If you would like to get more facts and figures about the Doubletree Cookie be my guest.

Finding your company’s talk trigger might take time and effort, but it can become a game-changing strategy that drives long-term growth. Whether customer-facing or internal, these memorable moments can set your business apart. Be patient, test thoroughly, and listen to your customers and team members—they’ll point you toward the unforgettable experience your brand can offer.

FAQs

  1. What is a talk trigger in marketing?
    A talk trigger is a unique experience that encourages customers to share positive stories about your brand, amplifying word-of-mouth advertising.
  2. Why is the Doubletree cookie considered a talk trigger?
    The warm chocolate chip cookie offered at check-in surprises and delights guests, making them more likely to share their experience.
  3. Can talk triggers work internally for teams?
    Yes! Internal talk triggers can create stronger team dynamics, boost morale, and foster a more positive and collaborative workplace culture.
  4. How can I create a successful talk trigger for my business?
    Focus on creating an experience that is remarkable, relevant, reasonable, and repeatable. Gather feedback from customers and employees to refine your ideas.
  5. Does a talk trigger work for small businesses?
    Absolutely! Talk triggers are especially effective for small businesses because they enhance customer loyalty and spread awareness without large marketing budgets.
  6. How long does it take to implement a talk trigger?
    Finding and implementing a successful talk trigger can take time due to testing and feedback collection, but the payoff is well worth it.

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