Jay Baer recently unveiled his new framework, Talk Triggers: Content that Creates Word-of-Mouth, and he has done exactly that – sparked incredible discussions among marketers everywhere on how to turn customers into volunteer marketers. Word-of-mouth is the most efficient and effective marketing tactic available, and content can (and should!) be the catalyst for those conversations.

1. TALK TRIGGERShow content clones customers

2. Jay Baer
founder, Convince & Convert
@JayBaer
Randy Frisch
CMO & President, Uberflip
@RandyFrisch

4. we all tell ourselves
the same lie

5. relevancy is the killer app

6. we confuse reach
with relevancy

7. 76%*CMI
of businesses will create more content than ever in 2017

8. 104%*4C
increase in social media ad spend Q2 2016 to Q2 2017

9. stop marketing AT people and
start marketing WITH people

10. we trust each other far more
than we trust companies
*Nielsen

11. people have the power

12. word-of-mouth gets you new
customers for free

13. TALK TRIGGERS

14. TALK TRIGGERSremarkable experiences that compel word-of-mouth

16. 20%*WOMMA
of all considered purchases are directly caused by word-of-mouth

17. “you won’t believe what
happened
to me when…”

18. “you won’t believe what
happened
to me when…”
you decide what goes here

19. same is lame

20. we discuss different
and ignore average

22. 20x*WOMMA
more valuable for B2B than for B2C

23. 91%*USM
of B2B buyers are influenced by WOM

24. word-of-mouth gets you new
customers for free

25. use content to showcase
differences, not similarities

26. 4 Talk Trigger requirements

27. 4 Talk Trigger requirements
must be
remarkable

29. 4 Talk Trigger requirements
must be
remarkable
must be
repeatable

30. @JayBaer
#MME17

31. 4 Talk Trigger requirements
must be
remarkable
must be
repeatable
must be
realistic

32. customer experiences that are
too grand
create suspicion

34. 4 Talk Trigger requirements
must be
remarkable
must be
repeatable
must be
realistic
must be
relevant

35. @JayBaer
#MME17

36. – Chantelle K
“I almost WANT to get locked out again.
Yeah, my experience was that great.”

38. 5 types of Talk Triggers

39. 5 types of Talk Triggers
talkable
playfulness

43. 5 types of Talk Triggers
talkable
playfulness
talkable
humanity

45. 5 types of Talk Triggers
talkable
playfulness
talkable
humanity
talkable
usefulness

47. 5 types of Talk Triggers
talkable
playfulness
talkable
humanity
talkable
usefulness
talkable
generosity

49. 5 types of Talk Triggers
talkable
playfulness
talkable
humanity
talkable
usefulness
talkable
generosity
talkably
responsive

51. 205 days later…..

52. answer always

54. 84%*BrightLocal
trust most ratings and reviews as must as friends and family

55. no response IS a response

56. Let’s create your Talk Trigger

57. Let’s create your Talk Trigger
gather internal insights

58. SERVICE
MARKETING SALES
OPS LEGALYOUR TALK TRIGGERS TEAM

59. Let’s create your Talk Trigger
gather internal insights
study visitors

60. Let’s create your Talk Trigger
gather internal insights
study visitors
score possible TTs

61. complexity
impact
plot your Talk Trigger ideas here

62. Let’s create your Talk Trigger
gather internal insights
study visitors
score possible TTs
pilot & measure

63. Talk Triggers measurement
visitor surveys (aided & unaided)
reviews inclusion
blogs and videos
social chatter

64. Talk Triggers are strategic
differentiators, not wacky ideas

65. they work because
people have the power

66. clone your customers
give them something to talk
about, and turn them into
volunteer marketers

67. content powers Talk Triggers,
and vice versa

68. start doing things different
and get customers for free

69. ASK JAY
(and Randy)
ANYTHING!!

71. Thanks for your interest. If my team
and I can help you figure out your
Talk Triggers or help enhance your
content strategy, please say hi over
at ConvinceAndConvert.com

72. A few of our clients:

73. Also, you really should be listening to Content Pros, co-
hosted by Randy Frisch, CMO of Uberflip
ContentProsPodcast.com or wherever you listen to podcasts.