Have you ever wondered what causes some companies to earn free publicity from customers who gush about them? Meanwhile, countless brands toil away in obscurity hoping someone will notice them.
The difference? Talk triggers. These are the qualities that spur word-of-mouth marketing. They are the talkable parts of your brand. This differentiator could be as simple as freshly baked cookies (in the case of DoubleTree by Hilton hotels) or a few free french fries (in the case of Five Guys), but it must be something that is literally remarkable — people cannot help but share the story.
As compelling as your talk trigger might be, that doesn’t mean it will appeal to every potential customer. Regardless of its quality, there’s no such thing as a universally adored differentiator.
To understand this phenomenon, we have to acquaint ourselves with the different types of customers who interact with our talk triggers.
The 4 Customer Types
While researching for my new book, “Talk Triggers,” I conducted a survey of more than 1,000 random consumers. After extensive conversations, I found that they naturally fall into four categories: uniqueness seekers, experience advisors, fundamentals fans, and skeptics. Understanding these four personas is the key to definin… Read More