Talk Triggers

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Jay Baer is the founder of Convince & Convert, a consultancy firm specializing in building and retaining a customer base. He is the author of Hug Your Haters and Youtility. Daniel Lemin is a former Google communications leader and co-founder of the healthy eating platform Selectivor. He is the author of Manipurated.

Emotion-based talk triggers can be powerful but aren’t always suitable for every business. Instead, focusing on effectiveness through utility and speed can be equally impactful. Utility involves making a product or service so intuitive it naturally sparks conversations, as seen with Air New Zealand’s Skycouch, which enhances passenger comfort and becomes a talking point. Speed addresses the demand for convenience, exemplified by Paragon Direct’s car service that eliminates dealership visits, boosting customer buzz and business growth. Memorable customer experiences rooted in empathy, generosity, or fun also drive word-of-mouth, like Dr. Glenn Gorab’s pre-appointment calls, Holiday World’s free drinks, or Uberflip’s playful event approach. To succeed, talk triggers must be simple, unrestricted, and measurable, with at least 10% of conversations during testing focused on them. Effective triggers align with core values, as demonstrated by DoubleTree’s warm cookie or Five Guys’ extra fries, and meet four standards: being exceptional, pertinent, sensible, and replicable. By engaging cross-departmental collaboration and staying adaptable, businesses can craft impactful triggers that inspire organic recommendations and lasting customer engagement.

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