Talk Triggers

“How do you get people to talk about your business in a way that spreads like wildfire? By creating memorable experiences that demand to be shared.”

1. Word-of-Mouth is the Best Advertising

Consumers trust personal recommendations far more than advertisements. The authors argue that businesses should focus on creating experiences that make their customers want to talk.

Most traditional advertising methods are losing their effectiveness. Today, a friend’s recommendation or an influencer’s post often carries far more weight. For businesses, this means investing in experiences people want to rave about. The Cheesecake Factory exemplifies this approach. Its massive menu with over 200 items not only delights customers but serves as a talking point that keeps diners buzzing about their visits.

People trust word-of-mouth because it feels genuine. Businesses leveraging it don’t just save on ad budgets but also boost their credibility organically. Yet, for this strategy to work, the experience must offer something unexpected and memorable. The power lies in creating stories customers can’t help but share with others during conversations or on social media.

Cheesecake Factory may only spend a fraction of what its rivals allocate to marketing, but its word-of-mouth strategy has propelled it ahead. This approach isn’t a one-off tactic; it’s core to building trust in today’s skeptical consumer space.

Examples

• Cheesecake Factory uses a 5,940-word menu to spark conversations.
• Celebrity "influencers" cost a fortune, while word-of-mouth is free.
• Trust in personal recommendations leads to more business than traditional ads.

2. The Four Rules of an Effective Talk Trigger

Creating a strong talk trigger means following four golden rules: be remarkable, relevant, reasonable, and repeatable.

Being remarkable ensures your idea is unique and surprising. What stands out gets remembered. Hilton’s DoubleTree hotels achieved this with their signature warm cookie for every guest at check-in. Remarkably small acts like this leave lasting impressions.

Relevance connects your trigger to your company’s values, reinforcing the experience as emblematic of your brand. Similarly, Five Guys provides an extra serving of fries, subtly communicating generosity and abundance in its service model. This isn’t just a quirk; it aligns with their positioning.

Lastly, the idea should work every time for every customer. Skip’s Kitchen gives all diners a card for a chance at a free meal. Everyone participates, making sure this consistent touchpoint spreads reliably through anecdotes.

Examples

• DoubleTree’s warm cookie represents hospitality and care.
• Five Guys’ extra fries showcases generosity without over-the-top gimmicks.
• Skip’s Kitchen’s meal game ensures repeatable stories.

3. Emotional Hooks Create Lasting Stories

For customers to remember your offering, it must evoke strong emotions like empathy, generosity, or fun. Emotional touchpoints stick.

Empathy connects you with customers deeply. Consider New Jersey-based surgeon Glenn Gorab, who personally calls first-time patients to introduce himself. This small personal touch reduces anxiety and earns loyalty. Fun can also be a great tool, as Uberflip learned when they sent out pink headbands as party favors, later sparking a buzz for being the “headband company.”

Generosity elicits gratitude. Take Holiday World and Splashin’ Safari’s decision to give visitors unlimited free drinks. This wasn’t just a pleasant surprise; visitors talked about it as an exceptional experience to friends and family.

Businesses that can shift their focus from transactions to connections win trust—and that trust turns into word-of-mouth momentum.

Examples

• Glenn Gorab personally calls first-time patients to ease their worries.
• Uberflip created buzz with humorous, quirky headbands.
• Holiday World & Splashin’ Safari offers free unlimited drinks for memorable generosity.

4. Efficiency Can Be Talk-Worthy Too

Talk triggers can also highlight practical benefits, such as superior efficiency or smart design, both of which impress busy customers.

Efficiency-driven triggers save time or effort, making them irresistible topics of conversation. Paragon Direct introduced car pick-up and drop-off services for vehicle maintenance for busy New Yorkers. This simple yet ingenious offer created convenience that customers couldn’t stop recommending to others.

Innovative features also create buzz. Air New Zealand’s Skycouch turned economy seating into sleeper-friendly arrangements, fostering comfort on long trips. Travelers share these stories because they showcase unexpected improvements.

Speed and thoughtfulness can cut through competitors’ noise. Whether it’s rapid service or user-friendly ideas, these aspects don’t just satisfy—they surprise.

Examples

• Paragon Direct offers stress-free car maintenance services across NYC.
• Air New Zealand revolutionized long-haul comfort with its Skycouch seating.
• Faster services resonate with busy professionals, spreading enthusiasm.

5. Brainstorm Talk Triggers Across All Teams

Crafting a meaningful talk trigger requires collaboration across marketing, sales, and customer service teams.

Effective ideas don’t come from one department—they flourish from collective input. The Triangle of Awesome involves these three areas, each contributing unique angles. Marketing explores the audience and current branding, sales understands gaps in the market, and customer service highlights the daily issues customers face.

By gathering insights from multiple departments, a company can draft strong connections. Take DoubleTree’s warm cookie—first brainstormed by client-facing teams who saw the need for warm welcomes. It’s no accident—it stems from years of refining ways to embody hospitality practically.

If conducted properly, cross-department strategy sessions massively amplify creative solutions.

Examples

• The Triangle of Awesome incorporates diverse voices: marketing, sales, service.
• Service teams often provide firsthand accounts of users’ pain points.
• DoubleTree successfully made cookies a hallmark due to collaborative brainstorming.

6. Craft A Simple and Clear Idea

A talk trigger must be easily explainable and instantly understood. Simplicity breeds memorability.

One reliable test for your trigger is simplicity. Could a child easily repeat what makes your company special? Complex schemes don’t spread because they are hard to describe within natural conversations or online mentions. DoubleTree’s cookie is unique because there’s no explanation required.

Businesses should review their triggers thoroughly to remove confusing caveats. Offering fries "sometimes" or free drinks "only on selected days" weakens engagement and trust around sharing the experience.

A clear, consistent story gets told countless times and provides endless opportunities for engagement.

Examples

• Test triggers with straightforward statements.
• DoubleTree’s cookie-inspired story sticks because it avoids complexity.
• Ambiguity discourages recommendations—customers lose interest when uncertain.

7. Measure How Well It Stirs Conversation

Testing, measuring, and optimizing how often your talk trigger comes up in conversations is vital.

Start by analyzing social media mentions, tagged posts, and direct testimonials. For offline chatter, consider first-hand feedback, surveys, and shared anecdotes. Tracking tools like review platforms give businesses clues about whether people talk about their unique offering.

For instance, at least one in four conversations about DoubleTree mentions their cookie policy. If less than ten percent of reviews or social posts mention your concept after launch, pivot early and rethink the approach.

Ongoing improvements ensure even evolving markets stay intrigued.

Examples

• DoubleTree tracks how 35% of mentions involve the cookie story.
• Surveys show effectiveness of marketing stunts over time.
• Avoid ideas without measurable appeal through continuous adjustment.

8. Create Triggers You Can Refresh Over Time

Even successful talk triggers need adjustments as trends evolve. Stay flexible.

Triggers lose novelty over time. Google Street View was once fascinating—now it’s expected. Businesses must constantly rethink their offerings to keep their audience's stories fresh. DoubleTree maintains visibility despite decades thanks to their sustained focus on improving without abandoning core values.

Be aware that staying relevant doesn’t always mean innovation; even slight shifts, like improving comfort levels or updating services, reignites word-of-mouth discussion.

Triggers must always feel modern and thoughtful.

Examples

• Google Street View faded into normalcy; innovative brands must prepare equally.
• Adjustments keep old concepts evergreen.
• Businesses like DoubleTree adapt triggers for longevity.

9. Observe Rivals' Winning Strategies

Study competitors’ successes to design even better talk triggers.

Understanding what works for rivals guides your next move. Look at reviews, social buzz, and key customer preferences around their service. Analysis helps refine emerging opportunities. Borrow what flourishes—but make it your own.

Holiday World learned lessons from rivals who added fees. By flipping expectations with free drinks, they reversed negativity into astounding loyalty.

Adaptability means both standing out—while staying informed.

Examples

• Analyzing competitor reviews shapes next talk trigger ideas.
• Successes like Holiday Parks' refresh strategy can be emulated elsewhere.
• Staying alert opens new branching themes or future triggers.

Takeaways

1. Collaborate with various departments like sales and service to design compelling and lasting talk triggers.
2. Continuously track how often your trigger is mentioned through surveys, social media observations, or sales patterns.
3. Regularly refresh your trigger to keep it relevant as both markets and customer expectations evolve.