Chatter That Matters: 4 Must-Haves for Word-of-Mouth Marketing That Works

Cultivating a differentiator that’s remarkable, relevant, realistic and repeatable is critical in our hypercompetitive marketplace. From there, word-of-mouth marketing takes on a power of its own.

by Jay Baer

September 18 is National Cheeseburger Day, celebrated with a full complement of coupons and deals — aka excuses to indulge in a cheeseburger (or two). This holiday adds a bit of extra buzz to an ordinary week, and thousands of savvy businesses reap the benefits. But before you know it, it’s Wednesday and National Cheeseburger Day is once again 364 days away.

Nothing against fun calendar additions, but a business doesn’t have to create special events to get people talking about a new product or service. A solid, differentiating “talk trigger” can generate conversations that are passed from person to person year-round. Five Guys knows that.

Between 2006 and 2012, the Five Guys chain grew 796 percent, according to research for my latest book, “Talk Triggers.” This extraordinary growth wasn’t achieved with huge advertising campaigns and special events. Instead, it was fueled by french fries worth talking about.

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