The 6 step recipe to generate talk triggers.

1. TALK TRIGGERS
The 4-5-6 Recipe To
Generate Talk Triggers
By Jay Baer
& Daniel Lemin
© 2017 Jay Baer & Daniel Lemin

2. The 4 R’s of a
Talk Trigger
Talk Triggers must be remarkable.
If the story isn’t unusual it’s not worth sharing it, and your customers won’t.
Talk Triggers must be repeatable.
Shock-and-awe might have been a viral PR strategy in 2015 and 2016, but successful
Talk Triggers need to be able to scale to every customer, every time.
Talk Triggers must be realistic.
Hyperbolic marketing-speak got us into the trust chasm in the first place. Great
Talk Triggers benefit from the element of being real.
Talk Triggers must be relevant.
Sometimes the best way to capitalize on a Talk Trigger is to own your niche and celebrate
its oddness, weirdness or specificity. Relevance is one reason consumers will feel
compelled to share it.
© 2017 Jay Baer & Daniel Lemin

3. The 5 Types of
Talk Triggers
Talkable Empathy
Align your company’s values with your customer’s values.
Talkable Usefulness
If it’s the most useful example of the thing in your category, it’s Talkable.
Talkable Generosity
Doing something extra is Talkable because, frankly, few others are willing.
Talkable Speed
Speed is memorable and makes for great stories.
Talkable Attitude
Do you love your customers, truly? It shows, either way.

4. Going From
Here to There
The 6-Step Process for Creating
& Implementing Talk Triggers
Fire Up Your
Biggest Fans
Gather Internal
Insights
Look At
Customer
Behavior
Create Talk
Trigger
Candidates
Tally The
Results
& Amplify
Find Your
Biggest Fans
1
2
3
4
5
6
© 2017 Jay Baer & Daniel Lemin

5. TALK TRIGGERS
Jay Baer
jay@convinceandconvert.com
@jaybaer
Daniel Lemin
daniel@convinceandconvert.com
@daniellemin
© 2017 Jay Baer & Daniel Lemin
The 4-5-6 Recipe To
Generate Talk Triggers