Introducing The Talk Triggers Show

Jay Baer, Founder of Convince & Convert and Co-Host of the Social Pros Podcast, gives a sneak peek at his all-new show, Talk Triggers.

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The Talk Triggers Show

For all of the money, time, and effort spent on marketing, and for all of the advancements in technology, the most powerful way to grow your business remains word of mouth.

Simply having a good product or service, however, is not enough to get your customers talking. You have to break their expectations and deliver something exciting, something Jay Baer refers to as “talk triggers.” In his new podcast named after his recent book, Talk Triggers, Jay breaks down the talk triggers of various businesses into bite-sized segments to help you learn how to create your own.

This week on the Social Pros Podcast, get a sneak peek at the very first episode of the Talk Triggers Show!

Quotes From This Episode

“The more you try to fit in, the more your customers tune out.” — @jaybaer

“The way to grow any business is for your customers to grow it for you. If you give your customers a consistent and memorable story to tell, they will in fact help.” — @jaybaer

Competency does not create conversations. If you want your customers to talk about you, you must give them something they don't expect. Click To Tweet

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Episode Transcript

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Jay: 00:00 Hey Social Pros fans, it's Jay Baer from Convince and Convert. Hope you are doing great. Hope you're enjoying the show. Had a really good run of guests lately. Adam and I are really fired up. Hope you are as well. But I've got something else to tell you about today that I am super pumped about. I have a brand new show launched this week. It's called The Talk Triggers Show. Every week, it's just a six minute episode where I take on case study of an amazing business that is growing their business through the power of word of mouth. Case studies from all types of businesses, small, large, B2B, B2C, US, international. Each one is a really interesting tale, and I don't tell you what the business is until the very end of the show so you can guess along while you're listening. The Talk Triggers Show is available as a podcast. Just search The Talk Triggers Show wherever you get your podcasts. Also available on YouTube. Go to YouTube.com/jaybaer if you prefer to watch the video. But I thought you might like a little sample of what the show sounds like and what it is like, so this is just for you, Social Pros listeners, episode one of the brand new The Talk Triggers Show. I hope you enjoy. 14 dollars and 99 cents. 14 dollars and 99 cents for a refillable soft drink cup. I mean, sure, you can get Pepsi, you can get Diet Pepsi, Mountain Dew, Sprite, Fruit Punch, whatever you want, but it's still 14 dollars and 99 cents for just one refillable cup at Six Flags amusement park. And that's pretty common, right? Most theme parks and attractions, stadiums, et cetera, they make a lot of money off of us selling nothing but sugar and water. I don't know everything, but I do know this. The more you try to fit in, the more your customers tune out. And this week on The Talk Triggers Show, you'll learn about a family business that completely, totally, and forever upended the theme park business model. Now let's imagine that you owned a theme park. To give your business the best chance of success, you would want to locate it as close as possible to major population centers, to freeways and such, correct? But what if instead of that, your theme park was located far, far, far away from just about anything? What if your theme park was for all practical purposes, in the middle of nowhere? That is precisely the business challenge for the Cook family. Since 1946, they've been the owners and proprietors of a theme park located in Santa Claus, Indiana. Population of Santa Claus? 2411. Now, in addition to those geographical and population disadvantages, the Cooks are really and truly a family business. They can't just advertise their way to success, and also because they are an independent theme park, the first ever by the way, they can't rely on recognized characters from the movies or TV like Mickey Mouse or Spider-Man or Harry Potter. The Cooks have Christmas Land and Halloween Land and Thanksgiving Land where turkeys run wild and gravy flows in the streets. So the Cooks are in fact missing pretty much all of the typical ingredients for theme park success: location, budget, and recognition. But they make up for it and then some because what the Cooks understand perhaps better than anybody in the theme park and attractions industry is that the way to grow any business is for your customers to grow it for you. If you give your customers a consistent and memorable story to tell, they will in fact help. So what story do customers tell about the Cook's family business? Well, it's a story that turns the financial model of the theme park industry upside down, so much so that when Bill Cook made the decision in the year 2000 to introduce this very, very special feature, owners of other parks were downright angry. They went to the Annual Trade Show. The rival park operators approached him and said, "Are you stupid? Are you crazy? Are you trying to ruin the industry?" Nah, they were just trying to do one thing different, just one thing different that visitors to this family-owned theme park in a very out of the way place would remember and talk about over and over and over again. And they do. They do talk about it. What is the Cook family's talk trigger, their strategic, purposeful operational differentiator that turns their customers into volunteer marketers? Well, at their amusement park, soft drinks aren't 14 dollars and 99 cents. They are totally and completely free. On the grounds of the park and inside its restaurants, there 924 separate drink dispensers, all of them completely free. You've never seen a happier child than a child that realized that they are A, at an amusement park and B, drinks are free and unlimited. Now, this unexpected operational decision is the number one, number one story that customers tell about the Cook family business. In fact, an incredible 43% of all the reviews of this business on TripAdvisor.com mention free soft drinks specifically. Here's one from Charis, who wrote this five star review. "We love this park. We've been to Disney. We've been to Six Flags. There's no better bang for your buck. My family of five got in $130. That's the price of one ticket at Disney. There is rides for all ages for my 3 year old, my 7 year old, my 11 year old, from little rides to mini roller coasters. It was hot, and the free drinks saved us a ton. You will not be disappointed." You see, the Cook family has the courage to do one thing different, one thing their customers notice and talk about. Their talk trigger is about generosity. Yours might be something else. But remember this, friends. Competency does not create conversations. I don't know everything, but I do know this, same is lame. If you want your customers to talk about you, you must give them something they don't expect, something like free soft drinks at a theme park in an out of the way place. The Cooks' business is called Holiday World and Splashin' Safari in Santa Claus, Indiana. Next week here on Talk Triggers, you'll learn about the most word of mouth worthy bar in the entire state of Montana. To never miss an episode, subscribe to the show on YouTube. You can also get Talk Triggers as a podcast. Go to wherever you get your audio. Just search Talk Triggers and you'll find it. Thanks so much for being here. I'm Jay Baer. See ya next week.  
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