Word of Mouth Marketing Master Class FAQ

Here are questions I’ve been asked about the Word of Mouth Master Class. Perhaps you’re wondering these things too?

Q. When does the course begin?

A.  Class begins on Friday, February 1, 2019. Lessons are posted each Friday and take about 30 minutes. The Q/A calls are live and will be 60 minutes. 


Q. Is there a guarantee?

A.If you don’t like it, we’ll buy you any other training course – taught by anyone in the world - of equal or lesser value. Period.


Q. Can I make payments?

A. Yes, we have a two-payment option available. This option is not valid with any other offer however. 

Q.Is there a non-profit discount?

A. Potentially, yes. Please email [email protected] to see if you qualify.

Q. Is there a multiple student discount? I want to have my whole team or company or division or Fantasy Football League participate!

A. Yes. Only applicable to 3 or more participants enrolled at the same time. Please email [email protected] for details on the special code to use at checkout.

Q. How much time does the homework take each week?

A. Like most classes, the more you apply yourself and participate the more you will get out of the class. On average, however we have structured this course for working adults and you should expect to spend 60-90 minutes a week on the homework. Some weeks (such as the customer interviews) may take longer.

Q. What if I miss a week of the Q/A calls?

A. Things happen, we understand. Each week the live calls will be recorded and posted for replay.Usually they will be posted within an hour on the same day as the call.

Q. Can I share my login with others on my team?

A. We kindly ask that you do not. Please ensure that you purchase a seat for each team member. We do offer a multi-student discount.  The course is geared to individual participants for the homework and discussion work.

Q. How long will I have access to the course?

A.For all of 2019. You will receive full access and all course materials updates for all of 2019. 

Q. Do I have to have read the book to take the course?

A. It is highly recommended so that you can more quickly follow along and utilize the time to extend your understanding and direct application of the process.

Q. What computer program do I need to view the course?

A. You need a modern computer or tablet with a strong internet connection that can play .mp4 videos. You will also need to have a basic .pdf reader installed.  The course should work on most smart phones as well, however viewing homework may be difficult on smaller screens.


Q. Is there a course outline? Yes, please see the following:



Week 1- Why Word of Mouth Rules  (Friday, Feb 1)

OVERVIEW: In this first module, you’ll learn just how important word of mouth is, and how it can be used to strategically and affordably grow your business WITHOUT spending a ton of money on expensive ads that may or may not work.


In this section, you’ll also learn how to CLONE YOUR CUSTOMERS with a winning word of mouth program, and why word of mouth efforts are dramatically lessened if you don’t have an actual strategy for creating conversations.


Finally, this module will introduce you to the concept of talk triggers, why they are vital to growing your business, and the 4 requirements of successful talk triggers.


This lesson will also introduce you to amazing business owners and managers who have successfully implemented talk triggers and word of mouth strategies, and use them to affordably attract new customers every day.

Week 1 Homework Worksheet: Study the 4 talk triggers requirements and rank order their importance for your business.


OVERVIEW: We’ll begin this module by reviewing your homework from Week 1, and answering questions about the 4 talk trigger requirements.


Then, you’ll learn about the five types of talk triggers; the five different categories of conversation starters you can employ to spark chatter.


Each of these five types of talk triggers can be more or less appropriate for your business, depending upon your size, values, personnel, what you sell, how you interact with your customers, and whether you sell to consumers, or to other businesses (or both).

Week 2 Homework Worksheet: Locate, evaluate, and analyze at least two talk triggers that have not been discussed in this course. Why do they work? Do they meet all 4 requirements? How could they be improved?


OVERVIEW: We’ll begin this module by reviewing your homework from Week 2, and answering questions about the talk triggers you discovered and evaluated.


Next, we’ll dive deeper into the 5 types of talk triggers, and discuss when and how each might be most appropriate and successful for particular business categories.


This session will include many examples of businesses using each of the five types, and you will easily understand (and be inspired by) their successful use of word of mouth strategies to grow their companies by doing just one thing differently.

Week 3 Homework Worksheet: Of the 5 types of Talk Triggers, which feel most “right” to grow your business? Think about the examples you found last week: what categories of Talk Trigger do they use to create customer conversations?

Week 4: Learn Your Customer Journey to Grow Your Business

OVERVIEW: We’ll begin this module by reviewing your homework from Week 3, and answering questions about which type of Talk Trigger might make the most sense for you, and why.


Then, we’ll begin the process of building your own word of mouth strategy that will turn your customers into volunteer marketers.


In this module, you’ll learn the first step in the word of mouth strategy creation process: mapping your customers’ journey. We’ll discuss how to analyze and document every interaction your customers (and potential customers) have with you and your business.


Understanding these inflection points make it easier to create a conversation catalyst, and helps guarantee that your Talk Trigger will be a hit!

Week 4 Homework Worksheet: Create a thorough customer journey map for your own business, organized by phase.

Week 5: Discover What Your Customers Expect

OVERVIEW: We’ll begin this module by reviewing your homework from Week 4, and answering questions about your detailed customer journey map.


Then, we’ll talk about the incredibly important process of customer interviews. You simply must talk to real customers about what they expect of you at each stage of the customer journey. To grow your business with word of mouth, you have to give customers and prospects something they DO NOT expect: that’s what creates conversation.


And to give them something they don’t expect, you first must learn what they DO expect. This is why we’ll give you three weeks to conduct 15-18 interviews with three different types of customers.

Week 5 Homework Worksheet: Interview reports for the first group of your customers

Week 6: Customer Interview Q&A

OVERVIEW: This session will be devoted to questions and answers about your customer interviews, and discussion of what you’re finding when talking to your customers.

Week 6 Homework Worksheet: Interview reports for the second group of your customers

Week 7: Customer Interview Wrap-up and Lessons

OVERVIEW: This session will be devoted to questions and answers about your customer interviews, and how what you’ve learned from them will shape your potential word of mouth strategy.

Week 7 Homework Worksheet: Interview reports for the third group of your customers

Week 8: Create Candidate Talk Triggers to Grow Your Business

OVERVIEW: We’ll begin this module by reviewing your final customer interviews and lessons learned.


And then, this very exciting session will be the starting line for you to create your very own Talk Triggers and word of mouth strategy to grow your business.


We’ll review the 4 Requirements of a Talk Trigger as well as the 5 Types of Talk Triggers. We’ll also cover the operational realities of a word of mouth strategy, and the pros and cons of different approaches.

Week 8 Homework Worksheet: Create at least 5 Talk Trigger ideas for your business

Week 9: Score Your Talk Triggers

OVERVIEW: We’ll begin this module by reviewing your Talk triggers ideas. This will be a moment of delight for everyone!


For the remainder of this session, we’ll discuss why some conversation starters are easier to implement, and why some word of mouth approaches are more powerful than others.


You will be introduced to the talk trigger viability scale, which helps evaluate your potential word of mouth strategy.

Week 9 Homework Worksheet: Score your ~ 5 talk triggers ideas on the viability scale and pick one conversation catalyst to test

Week 10: How to Test Your Talk Trigger

OVERVIEW: We’ll begin this module by answering questions, reviewing your talk triggers viability scores, and your choices for initial implementation.


Next, in this session we will discuss how best to test your talk trigger to make sure it’s creating the right conversations and enough chatter to reliably grow your business with minimal advertising.


This is a crucial step because you DO NOT want to implement a word of mouth strategy without evidence that it will work.


We will also discuss the three reasons a word of mouth strategy can get stuck, and what to do if this happens.


Week 10 Homework Worksheet: Document how you will test your talk trigger (with which customers? For what length of time?)

Week 11: How to Measure Your Talk Trigger

OVERVIEW: We’ll begin this module by answering your questions about how to test your talk trigger.


Next, we’ll discuss how to measure the impact of word of mouth on your business, and how to determine how much your talk trigger is creating conversations. We’ll cover both online and offline approaches to measurement, and will discuss specific examples of how to create a word of mouth scoreboard.

Week 11 Homework Worksheet: Create your own talk triggers measurement plan and scoreboard

Week 12: Amplify Your Talk Trigger and Grow Your Business

OVERVIEW: We’ll begin this module by answering your questions about measurement and word of mouth scoreboards.


In this final module, we’ll work together to learn how best to create awareness of your word of mouth strategy, and how to make sure your current customers know your talk trigger and spread the story to their friends and colleagues.


We’ll look at multiple examples of companies amplifying their word of mouth differentiator wisely, and a few that aren’t!


We’ll also discuss the fine line between not enough promotion of your talk trigger, and too much promotion.  

Week 12 Homework Worksheet: Create an amplification plan for your talk trigger, boosting conversation, and growing your business



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