This is Part 1 of our series: Building Buzz Through Word-of-Mouth Marketing
In this series, we’ll guide you through unlocking the power of word-of-mouth marketing for your local service business (inspired from the books Contagious by Jonah Berger and Talk Triggers by Jay Baer and Daniel Lemin).
In this post, we’ll help you uncover your unique Talk Trigger—the key to sparking word-of-mouth conversations and building lasting customer loyalty.
- Talk Triggers
- Key Points of Talk Triggers
- What Makes a Great Talk Trigger?
- Stand Out by Giving Back
- Brainstorming Your Talk Trigger
- Why Talk Triggers Work
- Get Creative with Your Social Currency
Talk Triggers
A “talk trigger” is a memorable aspect of your service that surprises, delights, or impresses customers so much they feel compelled to tell others. It’s not about gimmicks; it’s about creating authentic moments that align with your brand and exceed expectations.
Key Points of Talk Triggers
- Designed to be memorable and worth sharing.
- They create buzz and conversation.
- Often surprising, unexpected, or out of the ordinary.
What Makes a Great Talk Trigger?
A talk trigger should be:
- Remarkable: Worth talking about because it’s different or unexpected.
- Relevant: Directly tied to your service and adds value to the customer experience.
- Repeatable: Simple enough to deliver consistently to all customers, not just a select few.
Real Examples of Talk Triggers (Mentioned in the Book “Talk Triggers”)
Skip’s Kitchen
This local restaurant fans a deck of cards for every customer. If you draw the joker, your meal is on the house – absolutely free. On average, four customers win every day. This talk trigger not only creates massive word-of-mouth but also encourages return business.. Skip gives away approximately 2% of his orders – which is cheaper than any local magazine ad. Since introducing the idea, Skip hasn’t spent a penny on advertising.
Lockbusters Locksmith
In 2008, Jay Sofer was 29 years old, unemployed, and living in his mother’s garage. Three years later, he was the owner of the highest-rated locksmith company in all of New York: Lockbusters.
The company provides:
- guaranteed estimates, nights, weekends, and emergency service at posted rates
- flat-rate pricing on all locks and installations (It may seem obvious to provide rates in advance, but in the locksmith industry, it’s rare.)
- oiling all locks for free, not just the lock they were called for
- security audit at every appointment
BUT being good and fair isn’t enough to set you apart in a crowded industry. Competitors are also good at their jobs. What makes Jay’s business remarkable—and worthy of word-of-mouth—is his commitment to animal welfare. Jay donates all of his tip money to Sugar Mutts Rescue, a New York-based animal shelter.
Jay added a note about the donation program to the front page of his website and mentioned it to customers: “Thank you for the tip Mr. So & So, I’ll donate it to Sugar Mutts Animal Rescue.” This caught people’s attention and sparked an outpouring of hundreds of positive five-star reviews on Yelp and Google.
As one Google reviewer put it, “Is it weird that I want to get locked out again so I can call Lockbusters?” Most reviews highlight Jay’s generosity, including phrases like, “Best of all, this company donates to the animal shelter,” and “#forthepuppies.”
Stand Out by Giving Back: How Supporting a Charity Can Create a Powerful Talk Trigger
Aligning your business with a charitable cause is a great way to stand out in your industry and create a talk-trigger story that people want to talk about. (Take inspiration from Lockbusters Locksmith mentioned above, and Roofing For a Cure mentioned later in Part 8: Stories)
Is there a cause you’re passionate about or a local charity in your community that could benefit from your support?!
Brainstorming Your Talk Trigger
Here’s how to start identifying your own:
- Map the Customer Journey
- Read Reviews – Yours and Your Competitors’ Reviews
- Provide Unexpected Extras
Map the Customer Journey (to Brainstorm Your Talk Trigger)
Think about every interaction a customer has with your business, from the first inquiry to the completed service. Where are there opportunities to surprise them or make their experience easier?
- Awareness: How potential customers discover your business (ads, word of mouth, search engines).
- Research and Comparison: Customers researching your services and comparing you to competitors (reviews, website, social media).
- Initial Inquiry: First contact through phone, email, or website.
- Scheduling the Service: Booking and confirming appointments.
- Pre-Service Communication: Updates, reminders, and pre-arrival notifications.
- Arrival: First impression when the technician or team arrives.
- Service Execution: Completing the service and addressing customer concerns.
- Post-Service Wrap-Up: Cleanup, walkthrough, and explaining the work done.
- Follow-Up: Checking in after the service for feedback or additional needs.
- Billing and Payment: Simplifying and streamlining the payment process.
- Ongoing Communication: Providing maintenance tips or updates on promotions.
Read Reviews – Yours and Your Competitors’ Reviews (to Brainstorm Your Talk Trigger)
One of the best ways to uncover insights into what customers appreciate and what could be improved is to read both your own reviews and those of your competitors.
- READ Your Own Reviews: Start by looking at the feedback customers are leaving about your business. What are the common compliments? What do people mention most often as things they loved about your service? These insights will reveal what’s already working and how you can emphasize these strengths in your talk trigger.
- READ Competitor Reviews: Next, dive into reviews for businesses that offer similar services. Pay attention to any recurring complaints or areas where customers feel they were let down. Are there things that your competitors are failing to deliver on that you could excel in? This is a perfect opportunity to differentiate your business and turn a common pain point into a remarkable solution.
- LOOK For What Customers Love: Look for patterns in feedback where customers mention specific aspects of your service that left a lasting impression. Is it your fast response time, your friendly staff, or the attention to detail?
- LOOK for Where You Can Go the Extra Mile: Notice if there are any common complaints or suggestions for improvement. Maybe customers wish service was faster, more affordable, or offered an unexpected bonus. These are areas where you can over-deliver to stand out.
By understanding both your strengths and the gaps in the competition, you can create a talk trigger that directly responds to customer desires and sets you apart in the market.
Provide Unexpected Extras (to Brainstorm Your Talk Trigger)
Often, the smallest gestures leave the greatest impression. If you can provide something that customers don’t expect, it can create an unforgettable experience that customers will talk about.
- Example – Painter: A local painter might include a complimentary touch-up kit with their logo on it, so customers can maintain their freshly painted walls.
- Example – Roofing Company: A roofing company can offer a drone video of the property before and after the roofing project, showcasing aerial footage of the home. At the end of the video, include a branded page with the company’s website URL, logo, and contact info, along with a thoughtful message thanking the homeowner for their business. This video can be uploaded to YouTube (or embedded on your website), creating valuable content for your business while providing a fantastic marketing asset. Once the video link is shared with the homeowner, they’re often so proud of the transformation that they share it across their social networks, which directs new potential customers to your website or YouTube channel. (This addition provides the roofing company with an innovative and highly sharable way to provide value, while simultaneously building content and increasing brand visibility.)
Unexpected extras don’t have to be expensive or elaborate, just meaningful and tailored to the service you offer. Whether it’s a small gift, an added service, a simple note of appreciation, or donation to local charity, etc – these gestures go a long way in creating a remarkable experience that’s worthy of being talked about.
Why Talk Triggers Work
A well-thought-out talk trigger makes your service memorable, strengthens your reputation, and encourages word-of-mouth referrals. It’s not just about providing a service—it’s about creating an experience worth sharing.
Get Creative with Your Social Currency
Now that you understand the power of Talk Triggers and how they can fuel word-of-mouth, it’s time to brainstorm your own. Think about the memorable experience, quirky twist, or unique element of your service that will get customers talking. What can you offer that’s unexpected and creates a buzz?
Take a moment to ask yourself: What makes your service so memorable that customers can’t help but share it? Whether it’s a fun surprise, a special gift, or a remarkable experience, make it something that sparks conversations long after the service is complete. When you create an experience that’s worth talking about, you’ll see the impact on your brand’s visibility and customer loyalty.
Take action now—gather your team and marketer and start brainstorming ideas that will turn your service into a story worth sharing!
See Part 2 of our series on Building Buzz Through Word-of-Mouth Marketing
In that post, Social Currency For Better Word-of-Mouth Marketing, we’ll focus on how making your service remarkable can inspire your customers to talk about it and share their experiences.
