--- title: "Jay Baer on How Talk Triggers Can Revolutionize Your Word of Mouth Marketing, Episode #117 | The Sales Blog" description: Word of mouth marketing is essential to the success of any business. Why is it then, that so many marketers don’t have a specific word of mouth marketing strategy? Jay Baer, the author of the new book “Talk Triggers,” joins Anthony on this episode of In The Arena to answer that exact question. He’ll walk […] image: https://www.thesalesblog.com/hubfs/The%20Sales%20Blog-2.jpg --- ### [Now booking SKO meetings for 2026/27! 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Why is it then, that so many marketers don’t have a specific word of mouth marketing strategy? Jay Baer, the author of the new book [“Talk Triggers,”](https://www.talktriggers.com/) joins Anthony on this episode of In The Arena to answer that exact question. He’ll walk you through 4 criteria to keep in mind when creating a talk trigger for your business, as well as share stories of how talk triggers have led to immense success for some of the top businesses in the United States. It’s an episode not to be missed – listen now!   [The persuasive power of offline #WordOfMouth #marketing is 43% higher than stand-alone posts on social media. Learn how to leverage WOM through #TalkTriggers on this episode of #InTheArena with @JayBaer, hosted by @iannarino.Click To Tweet**](https://twitter.com/share?text=The+persuasive+power+of+offline+%23WordOfMouth+%23marketing+is+43%25+higher+than+stand-alone+posts+on+social+media.+Learn+how+to+leverage+WOM+through+%23TalkTriggers+on+this+episode+of+%23InTheArena+with+%40JayBaer%2C+hosted+by+%40iannarino.&via=iannarino&url=https://thesalesblog.com/2018/10/26/jay-baer-on-how-talk-triggers-can-revolutionize-your-word-of-mouth-marketing-episode-117/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare) ## What are talk triggers and why are they important in word of mouth marketing? Jay explains talk triggers as, “something that you choose to do differently that creates conversation.” They’re not to be confused with marketing tactics. Rather, they’re operational choices that are designed to specifically generate discussions about your business. The single greatest way to grow any business is for your customers to do the growing for you through storytelling. You story arises from your talk trigger – are you giving your audience a story to tell? ## There is persuasive power in both online and offline conversations about your organization Recent studies have shown that verbal marketing occurs equally online and offline. However, the persuasive power of offline word of mouth marketing is 43% higher than stand-alone posts on social media. The conversations that occur online and offline typically remain separate, and they are triggered by different things. Jay explains how a stellar talk trigger can be powerful both online and in person on this episode, and you don’t want to miss his insights.   [Creating a great #TalkTrigger to incorporate in your word of mouth #marketing strategy isn’t easy. Luckily, @JayBaer shares his top 4 criteria to follow when brainstorming ideas on this episode of #InTheArena hosted by @iannarino. Listen now!Click To Tweet**](https://twitter.com/share?text=Creating+a+great+%23TalkTrigger+to+incorporate+in+your+word+of+mouth+%23marketing+strategy+isn%E2%80%99t+easy.+Luckily%2C+%40JayBaer+shares+his+top+4+criteria+to+follow+when+brainstorming+ideas+on+this+episode+of+%23InTheArena+hosted+by+%40iannarino.+Listen+now%21&via=iannarino&url=https://thesalesblog.com/2018/10/26/jay-baer-on-how-talk-triggers-can-revolutionize-your-word-of-mouth-marketing-episode-117/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare) ## Follow these 4 criteria to craft a great talk trigger Creating a great talk trigger to incorporate into your word of mouth marketing strategy isn’t easy. Luckily, Jay shares his top 4 criteria to follow when brainstorming trigger ideas, and they’re all featured on this episode of In The Arena. But don’t miss the full story – be sure to check out his book on [Amazon](https://www.amazon.com/Talk-Triggers-Customers-Word-Mouth/dp/0525537279) and wherever you buy books. 1. Remarkable – it needs to be worthy of remarks – people don’t share mediocre stories 2. Relevant – it cannot simply be about gathering attention, because chatter only lasts for a short period of time 3. Reasonable – different enough to attract attention, but not so “out there” that people are wary of the offer 4. Repeatable – a talk trigger isn’t just a one-time stunt ## Learn from their success – both The Cheesecake Factory and Doubletree have stellar talk triggers Two of the best examples of profitable talk triggers come from The Cheesecake Factory and Doubletree. At 5,940 words, the Factory’s menu is impressively long. But the menu is so much more than an expansive offering of entrees – it’s a specific marketing strategy. Their menu has become so infamous that when Jay and his team polled hundreds of Cheesecake Factory customers, they discovered that 38% had told someone else about the menu in the past 30 days, without being asked or prompted. This allows the Factory to spend $276 million less per year on marketing than the Olive Garden or Outback Steakhouse. Consider also Doubletree’s goal to give hotel guests the warmest welcome in the hotel industry, complete with a fresh, warm chocolate chip cookie upon arrival. Their cookies fit within the context of what they do, and they’ve been doing it for over 30 years. They sustainably delight their customers time after time, and that’s the truest sign of a successful talk trigger.   [“The single greatest way to grow any #business is for your customers to do the growing for you through #storytelling.” Hear more from #marketing expert @JayBaer on this episode of #InTheArena, hosted by @iannarino. Listen here! Click To Tweet**](https://twitter.com/share?text=%E2%80%9CThe+single+greatest+way+to+grow+any+%23business+is+for+your+customers+to+do+the+growing+for+you+through+%23storytelling.%E2%80%9D+Hear+more+from+%23marketing+expert+%40JayBaer+on+this+episode+of+%23InTheArena%2C+hosted+by+%40iannarino.+Listen+here%21+&via=iannarino&url=https://thesalesblog.com/2018/10/26/jay-baer-on-how-talk-triggers-can-revolutionize-your-word-of-mouth-marketing-episode-117/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare) ## Outline of this great episode - Jay Baer, digital marketing guru, on why he wrote a book on word of mouth marketing - The persuasive power of online and in-person word of mouth marketing - What are talk triggers and why are they important? - Your talk triggers don’t have to be huge gestures – follow these 4 criteria to craft a great talk trigger - Why is being relevant important in your talk trigger? - Reasonability is just as important when designing a talk trigger - Talk trigger success comes from repeatable strategies ## Resources & Links mentioned in this episode - [Talk Triggers website](https://www.talktriggers.com/) - [Convince and Convert website](https://www.convinceandconvert.com/) - [Jay’s website](https://www.jaybaer.com/) - BOOK: [“Hug Your Haters: How to Embrace Complaints and Keep Your Customers”](https://www.amazon.com/Hug-Your-Haters-Complaints-Customers/dp/1101980672) - BOOK: [“Talk Triggers: The Complete Guide to Creating Customers with Word of Mouth”](https://www.amazon.com/Talk-Triggers-Customers-Word-Mouth/dp/0525537279) - BOOK: [“Contagious: Why Things Catch On”](https://www.amazon.com/Contagious-Things-Catch-Jonah-Berger/dp/1451686587) - Ep 53, [“Jay Baer on Hugging Your Haters and the Real Value of Stellar Customer Service”](http://thesalesblog.com/2016/04/15/jay-baer-hugging-haters-real-value-stellar-customer-service-episode-53/) - SPONSOR:[ Mail Tag](https://www.mailtag.io/) - Dufl brand - [Connect with Jay on LinkedIn](https://www.linkedin.com/in/jaybaer/) - [Follow Jay on Twitter](https://twitter.com/jaybaer) - [Follow Jay on Facebook](https://www.facebook.com/jaybaer) The theme song “[Into the Arena](https://soundcloud.com/ohhushmusic/sets/songs-ive-written-produced)” is written and produced by Chris Sernel. You can find it on Soundcloud ## Connect with Anthony [Website](http://thesalesblog.com/) [Youtube](http://www.youtube.com/Iannarino) [Facebook](https://www.facebook.com/iannarino) [Twitter](https://twitter.com/iannarino) [LinkedIn](https://www.linkedin.com/in/iannarino) ## Tweets you can use to share this episode   [Author & #marketing expert @JayBaer explains how a stellar #TalkTrigger can be powerful both online & in person on this ep of #InTheArena, and you don’t want to miss his insights. Listen now - your word of mouth marketing strategy will thank you. @iannarinoClick To Tweet**](https://twitter.com/share?text=Author+%26amp%3B+%23marketing+expert+%40JayBaer+explains+how+a+stellar+%23TalkTrigger+can+be+powerful+both+online+%26amp%3B+in+person+on+this+ep+of+%23InTheArena%2C+and+you+don%E2%80%99t+want+to+miss+his+insights.+Listen+now+-+your+word+of+mouth+marketing+strategy+will+thank+you.+%40iannarino&via=iannarino&url=https://thesalesblog.com/2018/10/26/jay-baer-on-how-talk-triggers-can-revolutionize-your-word-of-mouth-marketing-episode-117/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare)   [#TalkTriggers aren’t #marketing tactics. Rather, they’re operational choices that are designed to specifically generate discussions about your business. Learn more from expert @JayBaer on #InTheArena, hosted by @iannarino.Click To Tweet**](https://twitter.com/share?text=%23TalkTriggers+aren%E2%80%99t+%23marketing+tactics.+Rather%2C+they%E2%80%99re+operational+choices+that+are+designed+to+specifically+generate+discussions+about+your+business.+Learn+more+from+expert+%40JayBaer+on+%23InTheArena%2C+hosted+by+%40iannarino.&via=iannarino&url=https://thesalesblog.com/2018/10/26/jay-baer-on-how-talk-triggers-can-revolutionize-your-word-of-mouth-marketing-episode-117/?utm_source=twitter&utm_medium=social&utm_campaign=SocialWarfare) ###### Tags: [Sales](https://www.thesalesblog.com/blog/tag/sales) [2018](https://www.thesalesblog.com/blog/tag/2018) Post by [Anthony Iannarino](https://www.thesalesblog.com/blog/author/anthony-iannarino) on October 26, 2018 Written and edited by human brains and human hands. ![Anthony Iannarino](https://www.thesalesblog.com/hubfs/ai-blog-profile-crop.jpg) Anthony Iannarino is an American writer. He has published daily at [thesalesblog.com](https://www.thesalesblog.com) for more than 14 years, amassing over 5,300 articles and making this platform a destination for salespeople and sales leaders. Anthony is also the author of four best-selling books documenting modern sales methodologies and a fifth book for sales leaders seeking revenue growth. His latest book for an even wider audience is titled, The Negativity Fast: Proven Techniques to Increase Positivity, Reduce Fear, and Boost Success. Anthony speaks to sales organizations worldwide, delivering cutting-edge sales strategies and tactics that work in this ever-evolving B2B landscape. He also provides workshops and seminars. Connect with Anthony on LinkedIn, X or Youtube. You can email Anthony at [iannarino@gmail.com](mailto:iannarino@gmail.com) [Follow me on my website](https://www.thesalesblog.com/anthony-iannarino) [Follow me on Facebook ](https://www.facebook.com/thesalesblog) [Follow me on LinkedIn ](https://www.linkedin.com/in/iannarino/) [Follow me on Twitter ](http://www.twitter.com/iannarino) [![AISA-square-ad-SKOs-26-27](https://www.thesalesblog.com/hs-fs/hubfs/AISA-square-ad-SKOs-26-27.jpg?width=400&height=400&name=AISA-square-ad-SKOs-26-27.jpg)](https://www.thesalesblog.com/authority) [![ai-cold-calling-video-sidebar-offer-1](https://www.thesalesblog.com/hs-fs/hubfs/ai-cold-calling-video-sidebar-offer-1.jpg?width=318&height=179&name=ai-cold-calling-video-sidebar-offer-1.jpg)](https://www.thesalesblog.com/free-cold-calling-video) ![salescall-planner-ebook-v3-1-cover (1)](https://www.thesalesblog.com/hs-fs/hubfs/salescall-planner-ebook-v3-1-cover%20(1).jpg?width=768&height=994&name=salescall-planner-ebook-v3-1-cover%20(1).jpg) ### Free Sales eBook: Sales Call Planner Planning your sales call improves the likelihood of making a successful call, and it demonstrates to your dream client your professionalism. 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What we’re doing right now **is working**, even in this challenging economy. **Would you like some help?** [![Solve for Sales](https://no-cache.hubspot.com/cta/default/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035.png)](https://cta-redirect.hubspot.com/cta/redirect/2922376/d3a4938b-2008-4a27-8b44-7b2223f6d035) ### Join my Weekly Newsletter for Sales Tips Join 100,000+ sales professionals in my weekly newsletter and get my *Guide to Becoming a Sales Hustler* eBook for FREE! --- ```json { "@context" : "http://schema.org/", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Anthony Iannarino" }, "dateModified" : "2023-02-06T7:42:57 PM", "datePublished" : "2018-10-26 09:00:39", "description" : "Word of mouth marketing is essential to the success of any business. Why is it then, that so many marketers don’t have a specific word of mouth marketing strategy? 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