Jay is the founder of Convince & Convert and a 7th generation entrepreneur. He is the author of 6 best-selling books, including Talk Triggers. He is also the founder of 5 multi-million dollar companies and a Hall of Fame speaker.

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Resources Mentioned:

• Your Big Idea: Successful Entrepreneurs have One Big Idea. Follow JLD’s FREE training & you’ll discover Your Big Idea in less than an hour!
• TalkTriggers Guide – Get the 6-step process guide free. This is the same process that Jay’s company uses for big brands!
• Talk Triggers book – Jay’s book.

3 Key Points:

1. If you’re playing “follow the leader,” you will never be anything other than second best.
2. We are physiologically wired to ignore things that are average and discuss things that are different.
3. When you offer experiences to your customers that are too grand, it doesn’t create conversation. It creates suspicion. So, it doesn’t need to be something huge. It has to be something noticeable.

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Audio Masterclass Show Notes

**Click the time stamp to jump directly to that point in the episode.

• Today’s Audio MASTERCLASS: How to Grow Your Business (for free) With Word of Mouth with Jay Baer.
• [01:38] – Jay shares something about himself that most people don’t know.
  • He sold Budweiser.com to Anheuser-Busch for 50 cases of beer!
• [05:12] – A quick preview of what this Audio Masterclass is going to be about.
  • Word of mouth is responsible for somewhere between 20-90% of your customers.
  • Nobody has a word-of-mouth strategy. We just take it for granted. We will fix that in this Audio Masterclass.
• [06:07] – Why word of mouth is more important than ever.
  • In a community, we trust each other more than ever, and we trust companies and organizations less than ever.
  • 83% of Americans have made purchase in the last 30 days based on recommendation of a friend or a family member.
  • Advertising is only the 7^th most persuasive form of decision-making when people make a purchase.
  • There are 6 more persuasive forms than advertising; a few of those are: Recommendation of a friend or family member; social media posts from friends; news coverage.
  • Amongst younger Americans, especially Gen Z, advertising is – so far – a little bit more impactful.
• [09:08] – Companies are ignoring word-of-mouth; why is that the case?
  • We take it for granted. We just assume that our customers, our supporters, or our tribe will support us. We just figured that if our company is good, people will talk about it because it is good.
• [09:51] – Things Jay’s company has done to get word-of-mouth going.
  • They do large research studies every quarter.
• [12:17] – How to make the story your customer is telling meaningful.
  • We believe in business so often that competency creates conversation. But that’s not the case because of two reasons — all of your competitors are good, or they wouldn’t be in business at all; as human beings, we are physiologically wired to ignore things that are average and discuss things that are different.
  • Word-of-mouth is an operational choice that you make to do something different in your business. Unfortunately, most companies don’t make that choice because they are playing “follow the leader.”
  • If you’re playing “follow the leader,” you will never be anything other than second best.
• [16:32] – Why the “follow the leader” strategy is a terrible idea.
  • If you’re trying word-of-mouth by doing something that everybody else does, it’s not a story that customers want to pass along because the story itself doesn’t make the customer look good when they tell it.
  • You want to make sure the raw materials you’re provide your customers are something that the listener, i.e. the friend of your customer, hasn’t already heard.
• [20:46] – Jay breaks down the 4 ingredients to Talk Triggers.
  • There are a lot of books about the importance of word-of-mouth, but the problem is there aren’t a lot of books on how to do it.
  • The 4 things that must be true:
  • It has to be remarkable. It has to be a story worth telling.
  • It has to be repeatable. It’s got to be something that every customer is offered every time.
  • It has to be reasonable. When you offer experiences to your customer that are too grand, it doesn’t create conversation. It creates suspicion. So, it doesn’t need to be something huge. It has to be something noticeable.
  • It has to be relevant. It makes sense in the context of who you are and what you are.
• [30:28] – Jay discusses the the 5 types of Talk Triggers.
  • Talkable Generosity—the easiest and the only one to conceptualize for businesses.
  • Talkable Responsiveness—that’s when you are faster than customers expect.
  • Talkable Usefulness—being useful more than your customers expect.
  • Talkable Empathy—you must be kinder and more human than your customers expect.
  • Talkable Attitude—that’s when you are a little different. Everything about your business is just a little wacky and a little interesting.
• [35:14] – Jay’s parting piece of guidance
  • His book Talk Triggers is for anybody who is in charge of making a business bigger.
  • Go to TalkTriggers.com/fire and get the 6-step process guide free. This is the same process that Jay’s company uses for big brands!
  • Turn word-of-mouth from something that you do accidentally into something that you do on purpose. If you do that, your business will positively, absolutely be on FIRE!

Killer Resources!

1) Free Podcast Course: Learn from JLD how to create and launch your podcast!

2) Your Big Idea: Follow JLD’s FREE training & you’ll discover Your Big Idea in less than an hour!

3) Real Revenue: Follow JLD’s step-by-step system and turn ANY idea into a revenue generating MACHINE!

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