With such a focus in recent years on high-priced advertising, too many companies are overlooking the power of word-of-mouth. However, there are companies like The Cheesecake Factory and DoubleTree by Hilton that differentiate themselves from other brands and don’t spend big dollars on advertising. Why? It is because they understand how talk triggers work and they’ve turned their customers into volunteer marketers. Jay Baer is a 7th generation entrepreneur, has written 6 best-selling books, and has founded 5 multi-million dollar companies. He is the President of Convince & Convert, a consulting firm that works with the world’s most iconic brands. In this episode, Jay talks about the importance of what he calls “Talk Triggers” and how it can help you gain and keep customers more cost-effectively and quickly.
- Robert Stephens, founder of Geek Squad said that “Advertising is a tax, paid by the unremarkable.”
- Word-of-mouth influences 50% of all purchases.
- 52% of conversations about goods and services companies is still offline.
- Word-of-mouth and social media are not the same thing.
- Competitors’ secret shopping is a business tactic that should be embraced universally.
- “The plural of anecdote is not data.” – Tom Webster
- User-generated content is trusted significantly more than anything that comes from the brand.
- Requirements of a Talk Trigger
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