-by Chris Cloud
A 1950s apartment complex turned cockroach motel, the Magic Castle Hotel now reigns as the number one rated hotel in a hyper-competitive market. It doesn’t boast lavish amenities. There’s no onsite restaurant, no valet parking, no gym. And yet, it thrives without spending a dime on marketing or advertising.
What’s the secret? A red telephone by the pool.
The phone is labeled simply, “Popsicle Hotline.” Guests pick it up, and a warm voice on the other end answers, “How may I help you?” When the request is made—“Three popsicles, please”—the magic unfolds. Moments later, a server in white gloves appears, carrying a silver platter with the requested popsicles. It’s simple. It’s unexpected. And it’s unforgettable.
The Popsicle Hotline is the hotel’s “Talk Trigger,” a concept popularized by Jay Baer in his book Talk Triggers. This small, delightful gesture generates more buzz and customer loyalty than any advertising campaign could dream of achieving. Guests rave about it. They post on social media, share stories with friends, and spread the word in ways money simply can’t buy.
Why Talk Triggers Work
Jay Baer argues that a Talk Trigger—a unique and memorable aspect of a business—turns customers into its greatest ambassadors. Unlike ads, which can feel transactional, Talk Triggers are authentic, organic, and highly effective. They inspire conversations that build trust and loyalty, setting businesses apart in crowded markets.
Consider the Popsicle Hotline. It’s:
- Remarkable: Who wouldn’t want to tell their friends about a red phone for popsicles served with white-glove flair?
- Relevant: It complements the hotel’s playful and welcoming brand.
- Repeatable: Every guest has access to the experience, ensuring consistency.
- Reasonable: It’s delightful without being outlandish or gimmicky.
How to Create Your Own Talk Trigger
Developing a Talk Trigger for your business doesn’t require an extravagant budget—just creativity and a deep understanding of your customers. Here’s how to get started:
- Know Your Audience: Dive into customer feedback, surveys, and interviews to uncover their needs and desires.
- Identify Key Touchpoints: Map the customer journey and find moments where you can deliver unexpected delight.
- Brainstorm Ideas: Think outside the box. What small, memorable act would make your customers smile?
- Test and Refine: Pilot your idea on a smaller scale, gather feedback, and tweak as needed.
- Embed It in Your Operations: Ensure every customer has the chance to experience your Talk Trigger.
Inspiring Examples of Talk Triggers
- DoubleTree by Hilton: Warm cookies at check-in, a simple but unforgettable gesture.
- The Cheesecake Factory: A sprawling menu that sparks curiosity and conversation.
- Uber Conference: Quirky hold music that turns a mundane task into a delightful moment.
- Magic Castle Hotel: red telephone popsicle hotline
- Skip’s Kitchen: A small, family-run restaurant where customers play a card game for a chance to win their meal for free, creating buzz and excitement.
- Dr. Glenn Gorab: A dentist who personally calls every new patient the weekend before their appointment, creating a surprising and personal touch.
- Alpaca Lunch from Le Puy Wine Tours: Provides an “alpaca picnic” experience during their tours, a quirky and Instagrammable touch that guests love to share.
- The Cheeseboard Collective: A California pizzeria that gives every customer a surprise extra slice of pizza for free, creating goodwill and word-of-mouth.
- The Concord Insurance Company: Sends cakes to agents on their work anniversaries, fostering loyalty and sparking conversation in the workplace.
- Charmin’s Sit or Squat App: Helps users find clean public restrooms, positioning the brand as helpful and earning gratitude from users.
Action Steps for Leaders
- Commit to delighting customers in ways they don’t expect.
- Rally your team to make the experience consistent and authentic.
- Track how your Talk Trigger influences customer engagement and word-of-mouth.
The story of the Magic Castle Hotel and its red telephone is proof that success doesn’t always come from lavish amenities or big budgets. Sometimes, it’s as simple as a popsicle, a silver platter, and a phone call that brings a smile. By embracing the power of a Talk Trigger, your business can create moments that linger in the hearts—and conversations—of your customers for years to come.
