“Before” state, the customer is discontent in some way. key is to make a Tripwire Offer that your leads are unable to resist. This talk trigger prompts your customers to promote your business. They want to solve a problem. For the book on talk triggers, Jay and Daniel surveyed a thousand DoubleTree customers and found 34% of them mentioned the cookie in the past 60 days. A talk trigger has to be available to everybody. The next 2 sections (Offer a Lead Magnet and Offer a Tripwire) show you how to grow your business through the first of Jay Abraham’s methods: increase the number of customers… The “treasure map” to traffic strategy—one that sets you up for long-term profits and steady growth. A As long as you your team day after day? For instance, although I’ve worked with home security systems before, I spent days trying to figure out the technology for a new system in my home. be able to get traffic to the site? To illustrate, at a recent event in Indianapolis, Jay learned about a small, two-person accounting firm. What are your thoughts on word of mouth and talk triggers? offer made after the initial sale is a Profit Maximizer. This system works He calls each of those people and asks if they have any questions. Do a Twitter search for “DoubleTree cookie,” and you’ll see dozens of posts from people taking pictures of, talking about, or sharing a hilarious thing about the cookie. “After” state, life is better. If Jay Sofer offered customers a warm chocolate chip cookie he baked in his van, customers wouldn’t want that at all. understand because all marketers and entrepreneurs are customers will be highly interested in purchasing your Core Offer. They live and die selling cold prospects on their Core Offer. (NOTE: Before you can start optimizing your customers, you need to know who your ideal customer is, where they are, and what they will buy. By submitting this form you are agreeing to our Terms & Conditions. almost never works, because your Core Offer is too expensive. Profit Maximizer that they didn’t buy the first time around. In some cases, sales from the Core Offer will make you profitable. there is nothing more valuable than a list of buyers. Otherwise, you’re How do Now that you have a bunch of customers who have purchased a low-dollar item with you, the next step in the Customer Value Optimization process is to sell these people a higher-priced product. have become household names. If you don't feel like you are getting the proper attention or attitude, do you sometimes become difficult and demanding with business support personnel? key is to make sure your Lead Magnet is specific. People want to know what the catch is. He left the United States to work for Leo Burnett in London, serving as the Creative Director at Leo Burnett Advertising. Marketing, or the Director of Marketing. And this is also why tactics and “marketing hacks” are worthless if you don’t understand the CVO process. You can also monitor the audio with Bluetooth headphones like AirPods, which means you can ensure the audio doesn’t cut out if you turn your head, move away from the camera, or angle your phone to show viewers a scene of a crowd or an important moment. And to generate traffic profitably, you simply need to understand 2 things: For example, pretend Because you have received their contact information through the Lead Magnet, you can continue marketing online to them. It works whether you sell traditional products, Every business needs processes, but must empower employees to define exceptions. And that, my friends, After you give away an island, what are you going to do next? If so, Relevant: An effective talk trigger is also relevant to your business. IF you use the CVO system. principles of digital marketing. this can depend on your market. The goal of the Return $10 per visitor and still break even. Help Us Spread the Word! I always try to remember that no matter how many businesses I have helped, I am still a customer more often, usually many times a day almost every day of my life. Businesses welcome virality because it provides disproportionate reach, and they’ll try to produce posts they hope will go viral with a surprise-and-delight tactic. A talk trigger isn’t a 30-day marketing play, campaign, coupon, or contest. Of course, we all know people in our life and business who act irrationally difficult, despite our every effort to provide exceptional support. of your business. People talk about his small business on Twitter and Facebook because he offers a talk trigger that’s highly relevant to his work. and commit it to memory. executive from a “Before” state of stress and frustration to an “After” state digital products, or services. Not every business can carry that off culturally, but if you can, if that’s sort of in your DNA, attitude can be extremely effective in getting people talking. Their on-hold song isn’t the regular smooth jazz. The This type of Profit Maximizer Also, encouraging those customers to talk to one another on a smaller scale is easier. Average The best Lead Magnet squeeze pages will understanding that acquiring a paying customer will deliver profit through the tack it to the wall next to your work station. The Return Path is This is vital to Value Optimization process. probably NOT a good Lead Magnet. For many attendees, these toothbrushes are big deal because they save them a trip back to their hotel. These authors are experts on customer service and customer experience, having helped hundreds of companies of all sizes. Also, influencer marketing may not have the long tail that talk triggers can have. A talk trigger isn’t a theme night, only for best customers, or a birthday special. Social Media Examiner | Social Media Marketing, by Michael Stelzner / October 5, 2018 / Leave a Comment. over-deliver and provide immense value with your Lead Magnet and Tripwire, your Please share your comments below. In reality, every customer's version of "more money" is different, so as a business, you must demonstrate "better service" than expectations and competitors to everyone opening their wallet. You’ll also discover the elements of successful talk triggers and ways they can generate word of mouth. Jay and Daniel tried to create a book with a specific framework that any business can put into practice, based on conversations and working relationships with thousands of people, mostly small businesses. Word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%. customer (which is the job of the Tripwire Offer). I'm always amazed that, in my role as a business advisor, bad customers somehow seem to gang up on certain businesses. After outlining how the four elements work in the context of the book, Jay explains each one in more detail. If you follow through on the CVO process, you could take everything you make from the Core Offer and reinvest it to acquire more customers. Or is it the other way around? The mistake that many visitor…which means you can spend more money per visitor. This is your big-picture treasure map to building an unstoppable business. You simply take the time to explain to your customer or prospect the processes that are inherent to your business. don’t hop around from one traffic source to the next, looking for some kind of “magic Most businesses don’t That is, the business treats a particular customer in a remarkable way, hoping the customer shares their experience on social and it goes viral. The In our 12th annual social media study (46 pages, 60+ charts) of 5,200+ marketers, you'll discover which social networks marketers most plan on using, organic social activities, paid social media plans, and much more! But learn—and the marketing space is changing so rapidly—that no one can keep up Thus the first step in understanding difficult customers is to put yourself in your customer's position, and think about how often you find yourself doing one of the following things: This is called the expectation gap. medium, and enterprise-level businesses. know from experience that people in these positions run into a lot of problems. How to Launch a Podcast, Drive it to the Top of the Charts, AND Keep it There in Just 4 Steps, How to Build a Marketing Dream Team for Your Brand (Even if You Aren’t a Marketer), The Ad Grid: How to Build Traffic Campaigns that Convert Higher and Scale Faster, Offer a desired “After” state (the offer was None of that is true. become a master of a single, steady traffic source. the CVO process to turn cold prospects into warm prospects and warm prospects It works because it takes all the jigsaw pieces of digital marketing and fits them together in a way that fits. The reality is that we all make mistakes, so no customer is always right. You’ll know how to Here is a flowchart ), Contrast change the relationship from prospect to customer. outlines the CVO system: Print this PDF and often the very first transaction you will have with a prospect. “Before” to “After” differently or more clearly (better marketing), Social advertising (Facebook/Twitter/YouTube ads, etc. convert north of 50% of visitors into leads. (RELATED: The Ultimate Guide to Digital Marketing). But there is an ENORMOUS Whereas businesses have an overall digital strategy and strategies for social media, public relations, and content, they approach word of mouth by assuming their customers will talk about them. refresher. clear on the desired outcome your offer delivers is fundamental to the success Google, Facebook, Pinterest, Twitter, and LinkedIn… these platforms are all essentially traffic stores. Which brings us to Step 2: Choose a traffic source. Founder and CEO of Amazon.com, once said something similar (in a tongue-in-cheek action. gyms offering a low introductory price on I ask Jay if this tactic counts as a responsive talk trigger. commitment for someone who’s making their first purchase with you.
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