3 types of customers who will talk about your business — and the kind that definitely won't

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Have you ever wondered what causes some companies to earn free publicity from customers who speak ill of them? Meanwhile, countless brands try to pass in the fog hoping someone will notice them.

Difference? Chat trigger. These are motivating qualities word of mouth marketing . They are the talkable parts of your brand. The difference can be as simple as freshly baked cookies (in the case of the DoubleTree by Hilton hotel) or a few complimentary chips (in the case of Five Guys), but it has to be something remarkable. literally – people can't help but share stories.

Hot as a trigger talk Yours may be, that doesn't mean it will appeal to every potential customer. Regardless of its quality, there is no such thing as a universally loved point of difference.

To understand this phenomenon, we must familiarize ourselves with the different types of customers interacting with our conversation triggers.

4 types of customers

While researching for my new book, “ Chat trigger ,” I conducted a survey of over 1,000 random consumers. After extensive conversations, I've found that they naturally fall into four categories: originality seekers, mentors, fans of fundamentals, and skeptics. Understanding these four personalities is key to defining your word of mouth strategy.

Those looking for originality will love you as long as you offer something different. come from all walks of life and age groups, and their only common trait is the joy they feel when witnessing something new. Differentiation impresses and delights them, and they will earn you support and loyalty if your brand presents a clear point of difference.

Experienced advisors are more like critics. They weren't really fascinated by the difference; They want to discuss your product simply because it makes them feel like an expert. This group is most likely to actively engage in word of mouth, and these individuals are predominantly women and young.

Fan fundamentals are all about quality. They don't look for differences nor good value, solid customer service, and a product that doesn't let them down. This group tends to be older, with nearly half marking “45 or older boxes”. Overall, they're less likely to promote your brand without a little reminder, but they can't help themselves if they feel your product offers real quality.

Skeptics are the hardest to please. They view divergents with hostility, as they associate them with gimmicks rather than authenticity. This group is mostly men and these guys really want if every company stops trying to be unique. Even so, ignore them when you are in danger. Skeptics are often willing to talk about their distrust with others, giving them an uncanny kind of authority over your conversation triggers.

Research from @Convince shows that customers will naturally fall into four categories about your brand: 1) unique seekers 2) mentors 3) fundamentals fans and 4) skeptic. #Mouth sayings Click to Tweet

Popularity is overrated

Trying to impress all four of these types of customers at once can seem like an impossible task. Well, you're right. The fans of the fundamentals are probably waiting to get really impressed before they open up. Meanwhile, the world's skeptics will only buy your product once under a blue moon (though they'll spread the word in their own way).

Those challenges aren't meant for you though, so raise your hand and call it a day. Your job as a marketer is to capture the right difference you've made. Never forget that brands that are truly different and truly remarkable will always cause a stir – even if they fail to gain popularity.

unique brands stand out

Never stop polishing your chat-enabled devices, and don't mess them up to accommodate four wildly different groups of people. The whole point of a conversation trigger is to spark a lively and engaging conversation. The only way to spark this type of exchange is to take a bold, purposeful stance that respects your brand's personality without fallacies. Unique selling proposition. They're real-life attractions, hotel pillow chocolates, and The Cheesecake Factory's eerie menus. They are aspects of your business that customers can't help but mention the next time they enjoy coffee with a close friend. It's the stories people tell (and retell) about your brand. Put your marketing efforts on that story and you're guaranteed to get at least three out of four people talking.

This content is inspired by research and case studies contained in “ Chat Triggers: The Complete Guide to Creating Customers with Word of Word ,” books by Jay Baer and Daniel Lemin.

Now start out and create your own Chat Trigger and get customers to tell your story. To subscribe to the series, go to TalkTriggersShow.com or search for “Talk Trigger Show” wherever you get your audio to find podcasts. To include Jay's custom Chat Triggers in your next meeting or event, visit JayBaer.com .