Byron's Babbles

Cheesecake Talk Triggers

IMG_4995 2This past week I finished the great book, Talk Triggers: The Complete Guide to Creating Customers With Word of Mouth by Jay Baer and Daniel Lemin. What I learned from the book was that talk triggers are all about sparking conversations between customers and potential customers. They allow people to tell stories about your product or service. I compared this to this to the leadership sessions I do where we use Mr. & Mrs. Potato Heads, toys, or glider planes. Everyone just can’t stop talking about their experience doing those things in our gatherings. Most actually have the Potato Heads sitting on their desks or are using them in some way. index

Studies show that a single-word-of-mouth recommendation by a new customer can lead to almost $200 in increased sales. The things that we do need to be:

  1. Be remarkable (the example in the book was how The Cheesecake Factory has remarkable food choices – in fact over 200 choices)
  2. Be relevant (the example in the book was how Hilton Double Tree give you a warm cookie when you check in)
  3. Be reasonable (Five Guys always gives you an extra order of fries)
  4. Be repeatable

“No differentiator will be loved by 100% of customers; if that were the case, it wouldn’t be different enough to create conversations.” ~ Jay Baer & Daniel Lemin

Talk triggers give customers an experience that sticks in their memories and they want to tell everyone. These talk triggers:

  • show empathy.
  • show generosity.
  • have attitude.
  • are emotions-based.
  • have speed.

Of course I had to dig a little deeper into the learning. I had never been to The Cheesecake Factory, so I told the family that we were going, and go we did, this past Sunday evening. I was looking for all the talk triggers that make it possible for The Cheesecake Factory to only need to use .2% (you are reading it right – point .2 percent) of their revenue on advertising.

After being seated by friendly staff, we were given the 21 page menu. I have to admit I was a little overwhelmed (in a positive way) at first. If you could not find something on this menu that you like, you are way to picky! To me this was truly remarkable. It took a while for us to decide what we wanted. Here is my video of the 21 page menu with over 200 remarkable choices:

One thing that will cause us to talk is that we had roasted artichoke which reminded us of being in California with our friends eating fresh artichoke. We even taught our waiter how to eat artichokes, by dipping the base of the petals into a great sauce; then pull through teeth to remove soft, pulpy portion of the petals. It was awesome! I then went on to the gumbo and finished with original cheesecake.

It’s not just the volume of items that’s surprising; it is also the apparently random variety of dishes that comprise the menu make it hard to peg what the Cheesecake Factory is. The menu defies any normal definition of what we traditionally think a menu would look like. The menu also circumvents any semblance of restaurant menu item consistency. It’s almost as if the founder of the Cheesecake Factory decided to just put literally anything into the menu, as long as people liked it. It’s almost as if the folks at The Cheesecake Factory decided to just put literally anything into the menu, as long as people liked it. And, in doing a little studying I think that is exactly their plan.

As you can see, there really is something to these talk triggers. Clearly there are businesses who have figured this out. I believe it gives us all something to think about – I believe I had talk triggers when I was teaching in my classroom. What are your talk triggers?

 

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