{"id":11983,"date":"2019-04-05T14:02:18","date_gmt":"2019-04-05T19:02:18","guid":{"rendered":"https:\/\/thinkerventures.com\/article\/\/"},"modified":"2019-04-05T14:02:18","modified_gmt":"2019-04-05T19:02:18","slug":"does-your-business-have-a-talk-trigger","status":"publish","type":"post","link":"https:\/\/thinkerventures.com\/does-your-business-have-a-talk-trigger\/","title":{"rendered":"Does your business have a Talk Trigger?"},"content":{"rendered":"

\"\"\u201cBuzz\u201d has been a buzzword for a couple of decades. Companies strive to create a \u201cbuzz\u201d about their business. <\/span><\/p>\n

Lately, now that so much of marketing is digital, companies are looking to go viral. They want to create a digital campaign that will get liked and shared across platforms to thousands of people.<\/span><\/p>\n

A newer term in the marketing world is \u201cTalk Trigger.\u201d\"\"<\/span><\/p>\n

It was coined by author Jay Baer, and it\u2019s the intentional creation of an element or process of your business that triggers positive word-of-mouth about your company that then leads to growth.<\/span>
\n<\/span>
\n<\/span>Baer and Daniel Lemin\u2019s latest book, Talk Triggers<\/em><\/a>, looks at how some companies have built buzz through word-of-mouth with small but ingenious ploys.<\/span><\/p>\n

DoubleTree Hotels<\/a> is one of the better examples. DoubleTree gives every customer checking in a chocolate chip cookie. That\u2019s 75,000 cookies a day. Baer surveyed DoubleTree cusotmers and found more than a third spontaneously mentioned the cookie up to two months later.<\/span><\/p>\n

Cheesecake Factory<\/a>\u2019s Talk Trigger is its insanely large menu. If you\u2019ve ever eaten at a Cheesecake Factory, the 21-page, 250-item menu is a little intimidating. This wasn\u2019t even an intentional act<\/a>, but now it\u2019s the second-most talked about thing online, according to Baer\u2019s research.<\/span><\/p>\n

\"\"I\u2019ve actually never eaten at Cheesecake Factory even though I love cheesecake. It\u2019s because, at 50, I know sugar is not exactly my friend, and I don\u2019t have the willpower to eat responsibly if I wandered into one. I have eaten at Five Guys<\/a>. I don\u2019t eat much red meat anymore, but I use Five Guys as a quarterly incentive for my younger daughter to do well in school. Every customer who orders fries, no matter what size they order, gets a paper bag full of fries. On social media, the talk about Five Guys is almost as much about the bags of fries than the burgers, even though its business model is built around the red meat.<\/span><\/p>\n

Baer says a good Talk Trigger has to meet four criteria:<\/span><\/p>\n