Make It Reusable

Install Talk-Triggers

Referrals aren't random. They come from something specific enough to repeat.

Referrals aren’t random

For years I assumed referrals came from doing good work. Some of them did. But the clients who sent me the most business weren’t always my best results — they were the ones who had something specific to describe when someone asked, “who do you use for that?”

A vague compliment doesn’t travel. “He’s really good” doesn’t give anyone enough to repeat. A talk-trigger does. It’s a small, deliberate moment in how you work that’s specific enough to retell — a one-page scorecard you send after every call, a signature question you always ask first, a follow-up email that shows up exactly when you said it would and never late.

None of that is the actual value of the engagement. It’s the detail that makes the value easy to describe to someone else.

A vague compliment doesn’t travel. A talk-trigger does.

Building one on purpose

The test is simple: could a past client explain what you do in one sentence, using something they actually remember? If the honest answer is “they’d say I’m easy to work with,” that’s not a talk-trigger. That’s a nice compliment with nowhere to go.

Building one on purpose means picking a moment in your process, on purpose, and making it consistent every single time — not because it’s the most impressive thing you do, but because it’s the thing worth mentioning.

Good work earns a referral. A talk-trigger is what makes that referral easy to actually say out loud.

Try this

Ask a past client to describe what you do in one sentence. If nothing specific comes back, pick one moment in your process and make it consistent every time — that's your talk-trigger.

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