Creating a Word of Mouth Marketing Strategy
Word of mouth marketing is one of the most effective marketing strategies for your complementary practice. Studies estimate up to 90% of all buying decisions are influenced by word of mouth. The book ‘Talk Triggers’ by Jay Baer and Daniel Lemin provides a great framework for creating an effective strategy. It’s all about turning your happy clients into volunteer marketers.
Talk triggers are the differences which prompt conversations by your clients to others. Being good at what you do isn’t enough to get people talking, you need to give them something to talk about. They will share the things that are distinctive about you and your services.
Creating a talk trigger is for your business can save you time and money on marketing. It will be how you operate day to day and will make you stand out from the crowd in a great way. We naturally try to be better than the next person, the key is to be different.
Talk trigger in action
Locksmith Jay provides his customers with an experience that’s meaningful and different from other locksmiths. In an area notorious for poor service, Jay went from starting to being the highest Yelp-rated locksmith in just 3 years. He gives guaranteed estimates with published rates, has a rating system for the locks he sells, performs a security audit for every customer and oils all their existing locks as part of the service.
Excellent service isn’t enough on its own but does provide Jay with good tips. He donates a share of his tips to the dog charity ‘Sugar Mutts Rescue’ which is noted on his website. One happy customer wrote about it on her blog, it was seen by a celebrity who shared it on their social media and went viral. Jay also has hundreds of five-star reviews mentioning the service and Sugar Mutts in particular.
Talk triggers outline the four requirements of a worthy talk trigger:
You have to have something that gives your clients a story worth telling. Doing something better than the next practitioner isn’t enough. You will be noticed for being different or extraordinary.
Your talk trigger must make sense in the context of what you do, who you are and what you stand for.
Clients will be suspicious if you promote something that seems too good to be true. Your talk trigger needs to be simple, remarkable enough to be talked about but reasonable enough to be trusted.
Your talk trigger should be offered to every client, every time. It becomes part of what you do consistently, day in day out.
The book includes loads of other case studies of talk triggers to inspire you including:
- A hotel who serves a warm cookie to all guests on arrival
- A bank with a phone hotline to the boss, in the branch, for any customer to use
- The dentist who calls patients before an appointment to put them at ease
This is a really quick overview of the value of having a talk trigger for your practice. Hopefully, it’s inspired you to consider what you can do to create your own talk trigger and have your clients be your volunteer marketers. For the full framework and in-depth case studies of what this can do for your business, I highly recommend getting the book.
Contact me if you want to discuss how I can help you create a word of mouth marketing strategy for your complementary practice.
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