I first learned about “Talk Triggers” through a podcast episode and thought that it was enough. Yet, the book goes much more into detail (as expected, duh).
Flow: 5/5, easy to read and bingeable.
Actionability: 5/5, the book shares some specific step-by-step instructions that you can follow to apply what you will be learning.
Mindset: 4/5, it will offer new perspectives for business owners, marketers, and salespeople on how to engage your current and potential clients in meaningful and memorable ways.
Some Of My Highlights:
-
“…sparking a conversation about your brand among a network of loosely connected humans is cheaper but infinitely more complex. It requires patience, faiths, and agility, not traits that have traditionally been valued in CMOs.”
-
“Real influencers rarely need to be paid. In fact, most of then can’t be bought. It’s a failure of our profession that so many marketers still don’t get that.”
-
“…the success of brands like Slack, CrossFit, Chipotle, Dropbox, Tesla, and Google have proved that word-of-mouth marketing creates not just customers but loyal, passionate advocates.”
-
“Researchers David Godes and Dina Mayzlin found that a single word-of-mouth conversation by a new customer leads to an almost $200 increase in restaurant sales.”
-
“A USP is a feature, articulated with a bullet point, that is discussed in a conference room. A talk trigger is a benefit, articulated with a story, that is discussed at a cocktail party.”
-
“Word of mouth is perhaps the most effective and cost-effective ways to grow any company.”
-
“…19 percent of all consumer purchases in the United States were directly caused by offline or online word-of-mouth activity.”
-
“…the impact of recommendations and referrals in business-to-business (B2B) scenarios is actually far greater, due to the considered nature of most purchases, the high average prices, and the limited number of total customers.”
-
“…63 percent of business owners believed that more than half of their overall revenue came from referrals. Yet 90 percent of those respondents had no defined system for generating those referrals.”
-
“Typically, messages passed within tight, trusted networks have less reach but greater impact than those circulated through dispersed communities.”