In 'Talk Triggers,' Jay Baer and Daniel Lemin provide a comprehensive strategy for generating word-of-mouth marketing. The book emphasizes the importance of creating unique and remarkable customer experiences, known as 'talk triggers,' which compel customers to share their experiences with others. It outlines the four criteria for effective talk triggers (remarkable, relevant, reasonable, and repeatable) and the five types of talk triggers (talkable empathy, usefulness, generosity, speed, and attitude). The authors use real-world examples, such as The Cheesecake Factory's extensive menu and Hilton DoubleTree's warm cookies, to illustrate how businesses can differentiate themselves and encourage customer conversations[1][2][4].
In 'Everybody Writes,' Ann Handley provides expert guidance and insight into the process and strategy of content creation, production, and publishing. The book is designed to help anyone creating or publishing online content, whether for a big brand or as a solo operator. It includes practical, how-to advice, updated frameworks, and new examples to help refine and inspire content marketing. The book covers topics such as attracting and retaining customers with stellar online communication, choosing words with empathy, and crafting credible content. It also includes specific approaches to the top types of content that marketers write and emphasizes the importance of developing a unique brand voice and telling original stories.
In this special bonus episode, I take your questions about public speaking. We talk about the craft, but also the way we can better approach our speaking as a marketing strategy and approach, how to think about whether to charge for public speaking (and how much), and a lot more!
Whether you've got a speaking engagement coming up, give tons of talks each year, or you're just thinking about becoming a stronger and more strategic speaker to support your business and message, this episode will help you rethink some important pieces to the puzzle.
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IMPROVE YOUR SPEAKING + STORYTELLING:
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CONNECT:
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This episode was produced by Ilana Nevins
Cover art designed by Blake Ink
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ABOUT ME:
I help business leaders become stronger speakers and storytellers. The goal isn’t to get in front of your audience. The goal is to ensure they care. While others agonize over reach, your ability to resonate helps you compete on the influence of your ideas, not the volume of your marketing.
With my clients, I help clarify + differentiate their message, craft their thinking and expertise into a distinct premise and IP they own, and develop signature speeches, frameworks, and stories to influence, inspire, and drive results.
After making a name for myself as an early advocate for quality and storytelling in content marketing at brands like Google and HubSpot, I’ve partnered with orgs like Mailchimp, Salesforce, Wistia, and GoDaddy and consulted dozens of authors, entrepreneurs, execs, and creators on their storytelling, messaging, and public speaking.
I live in the Boston area with my family as a proud Yankees and Knicks fan (yes, I’m in enemy territory). In the 60 seconds per week I’m not creating stuff for work or making my kids laugh, I like to shoot hoops, sip nice bourbons, cook with my wife, and daydream about telling stories like my storytelling hero, Anthony Bourdain. Say hi on LinkedIn or contact me here.
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How Stories Happen with Jay Acunzo 
