Jay Baer on How Talk Triggers Will Have Clients Knocking Down Your Agency's Door | Ep #217
Looking for ways to get your agency noticed by your ideal clients? Do you want to stand out among the competition? Then it's time to understand and amplify your agency's talk triggers. With the right strategy, you can conquer word-of-mouth advertising and get your ideal clients knocking down your agency's door.
In this episode, we'll cover:
Why you should be doing something different.
5 types of talk triggers.
#1 word-of-mouth tip.
What is your agency's triangle of awesome?
Today, I talked with Jay Baer founder of Convince and Convert, and (if you've been living under a rock) he's also an amazing content marketer, speaker, and author. He is also one of my favorite show guests because he's always got fantastic agency growth advice! This time, Jay is here with a lot to say on word-of-mouth advertising as well as what he calls Talk Triggers, which you can use to stand out from the competition.
Why You Should Be Doing Something Different
Talk triggers are points of differentiation that make people talk about your business. Jay talked about why agencies should be doing something unique and different... to set themselves apart and create their own "talk triggers."
It's a noisy space and it's difficult to stand out among the competition even when you're the expert in your niche. Instead of simply falling back on your expertise, do something to stand out! You have to be proactive in your word-of-mouth, and one way to do that is to take everyday things and do them differently. Putting a unique twist on something ordinary can generate a ton of buzz about your agency.
Jay gave an example of sending your proposal at the bottom of a sheet cake. If you got a proposal at the bottom of a sheet cake, wouldn't you talk about it? That's a perfect example of what Jay calls a talk-trigger.
5 Types of Talk Triggers
Jay identified 5 of these talk triggers, which he works with clients to improve. You don't have to use all of these (that may be overkill) but you should attempt to have at least one thing that you do differently than other agencies. Here's Jay's list of his 5 types of talk-triggers.
Generosity: These are things such as gifts, charitable donations, or anything else that boosts the value of your customers' experience. When done properly, gifting can be an amazing talk trigger.
Attitude: Sometimes wacky behaviors, such as the sheet cake example, can really stand out and make a solid impression. There are a ton of things you can do to set yourself apart from your competition with attitude, as long as it's authentic. You do you! Example: Every time someone asks for more info on your agency, send them a personalized video.
Responsiveness: People love doing business with people who respect their time. Speedy responsiveness can make a great impression and get people talking about you. Jay gave an example of a New York car repair shop that picks up your car at night (while you're already not using it), fixes it while you sleep, and brings it back in the morning.
Usefulness: This is all about being extra useful for customers. Example: Does your agency provide written content services? Provide a bonus 500-words once in a while, just to go beyond expectations.
Empathy: We all know we need empathy, but some agencies go above-and-beyond. Empathy is talkable when it's at the correct dose. Too much feels pushy and too little feels rigid. Example: Call people who signed up for your service and personally thank them! Ask them how they're doing while you're at it.
#1 Word-of-Mouth Tip
If you're trying to figure out how to create your own talk triggers and you just can't seem to figure out the best strategy, try this... ask your clients!
Jay recommends sitting down with your clients (new, old, and former) and ask them what they expected at every point in their buyer's journey. Let's take proposals for example. They'll probably say that they expected to get a PDF of your proposal via email (which you better not be doing unless you present it in person first!) Whatever it is they expected, do something different - try the sheet cake thing, maybe? :)
The most important thing is that you do something your customer doesn't expect and that will surprise and delight them.
What Is Your Agency's Triangle of Awesome?
Jay talked about understanding your clients. Too many agency owners and workers spend the vast majority of their time at their desks. Marketers like to think they know customers better than anyone, but that's usually not the case.
Jay recommends running talk-triggers by your triangle of awesome — which consists of marketing, sales, and service departments.
You want to get ideas flowing in from every direction and collaborate to come up with the best talk-triggers possible. Get those marketers, salesman, and customer service employees in the same room.
