The Baer Facts Issue 67: Customers Talk About Surprises, Not Quality

❓ Today's Burning Question 

Wow! The Baer Facts community really delivered on last edition's query of "most famous person ever met." Multiple Michael Jordans. John Wayne. President Bush the first. Robert Redford. Richard Branson. 

The winner is Brad Davies, primarily because of the circumstances. He was at an 8-person BBQ in LA with O.J. Simpson (post trial), who wore nothing but a wet swimsuit and a towel while watching USC football on TV. Congrats, Brad! 

This week's question: What is the strangest food you've ever eaten, where and why? As always, most interesting answer wins tequila + a book.

Competency Does Not Create Conversation

In the last issue, I told you about the Homewood Suites hotel, and their word-of-mouth generator for guests with pets. 

One of the key, but counterintuitive, elements of word of mouth marketing is that it works best when it's NOT rooted in your actual product or service. 

Restaurants are the best examples of this phenomenon. 

It's very difficult to create sustained word of mouth about food quality, because diners EXPECT the food to be good. Maybe even great. 

What gets talked about more often is the staff, the ambiance, the giant menu (cheesecake factory, I'm looking at you), or some other element of the overall experience. 

Of course, you want to be competent in your business. That's what keeps customers coming back. But it's NOT what gets them talking. 

Remember: We Talk About Surprises, not Quality

Here are three examples of restaurants with a fantastic Talk Trigger - an operational choice designed to create conversations that is not part and parcel of the core business of preparing and serving food.

1. Lambert's Cafe 🥐

This three location chain in Missouri and Alabama serves up huge portions of classic American fare, but is talked about most for throwing fluffy dinner rolls at patrons before, during, and after their meal.

High school baseball pitchers given preference when hiring servers.

Editor's note: (This is Maddie Jager. I run content and clients for Jay, and edit The Baer Facts. My family loves this restaurant. It's so fun!) 

2. La Boucherie 🔪

Fancy schmancy steakhouse atop the tallest building in Los Angeles. Do people talk about the beef? Kinda. Do they talk about the view? A little. 

But they REALLY talk about the steak knife menu that allows you to pick a French, American, Japanese, Australian, Argentinian etc. weapon to attack your rib eye.

3. Queenstown Village 🇳🇿

This one just happened to me last week.

Tried a new restaurant while in San Diego for a few weeks. Queenstown, a New Zealand-themed joint.

Resplendent with flowers (noteworthy). Also, our server was actually from New Zealand (also noteworthy).

But the big Talk Trigger? Your bill is presented to you inside a New Zealand travel guide. PERFECT! 

✅ It's so easy to fool yourself into thinking that the best way to turn customers into volunteer marketers is simply to be very good at what you do. 

But it's not. 

Competency doesn't create conversations. 

You need a Talk Trigger. Something you do that people do NOT expect. THAT becomes the conversation that powers your business forward. 

Maybe it's zinging rolls. Perhaps it's a bunch of knives. Possibly it's a travel guide. 

Or, it's being one of the world's top tequila influencers while also being a keynote speaker and business trends researcher. 

What's your Talk Trigger? 

(and if I can help you or your audience find one, let me know. The Talk Triggers keynote is a riot, and very impactful)

📗 The Books Report

He did it again! 

Pulitzer Prize-winning journalist Charles Duhigg (best know for his massive hit The Power of Habit) yesterday launched a new book: Supercommunicators: How to Unlock the Secret Language of Connection.

He sent me an early copy, and it's BRILLIANT. Using a ton of neuro research and fascinating examples, he illustrates the three types of conversations, and how best to succeed at each. 

This book is amazing. Something we all take for granted....talking, becomes a learned skill that will improve your personal and business relationships. 

✅ Jay's Faves

I love me some Netflix, and right now, I love me some FISK. 

This new show from Australia is about a slightly misanthropic but good-natured attorney, Helen Fisk, working in a charmingly dysfunctional family law practice.

It's very funny and sly, the episodes are short, and the casting is perfect.

If you like Curb Your Enthusiasm and/or Somebody, Somewhere you'll love Fisk.

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