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Talk Triggers is a word-of-mouth marketing guide with a difference: lots of examples of success stories, but also a logical analysis of why they worked.

I’m quite fortunate, I think, in that much of my work comes through word of mouth recommendations. This is great, but I’ve often thought: isn’t this a bit hit and miss? Yes, I try to under-promise and over-deliver, but unless they’re an arrogant so-and-so or a complete ignoramus, doesn’t every freelancer? So what can I do that is different?

I haven’t figured out the answer to that yet, though I’m working on it, having read Talk Triggers. It’s a word-of-mouth marketing guide with a difference: most of the books on this subject I’ve read tend to be either full of examples but no strategy, or very strategic and managerial with few examples. “Talk Triggers” synthesises these two approaches. There are plenty of examples of what companies have done to stimulate word of mouth, but in addition, the authors have gone a step further by analysing exactly why certain ideas worked while others didn’t.

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