Even when you’re selling something unique, you need that perfect talk trigger to separate yourself from the pack. #TalkTriggers
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When your friend returns from a vacation, he’s probably eager to tell you about his fun getaway. But which story truly sticks with you? That the hotel had an amazing infinity pool? That the local restaurants offered incredible food? What about something oddly specific — like the fact that the concierge gave away a different stuffed animal each day?
You might not think that last aspect matters, but those “talk triggers” tend to remain the most memorable. This makes them worth their weight in gold—and then some—as part of an effective word-of-mouth marketing strategy.
When marketers lean on unique selling propositions (USPs), they position their products as effective—but forgettable—solutions. While a USP seems perfect in theory, too many marketers forget how important the first letter of the acronym is.
As part of our research for my new book, “Talk Triggers,” we surveyed customers of The Cheesecake Factory. As you might expect, about 60 percent of respondents mentioned “food quality” as the first thing they tell their fr… Read More