Very detailed action steps on how to focus on making referral-marketing work for you.
This is not a book you can read once or even twice. Referral Engine is jam-packed with everything from a broad outline of the basics and foundational needs to detailed examples of how others have gone about various techniques and plans for implementing Johns advice.
This is not a weekend project. It makes you look at marketing strategies from a completely new viewpoint.
If you’re like me you might have a lot of excuses for why you don’t ask for referrals but as John says it all boils down to “I don’t have any idea why someone would want to talk about my business.”
Some basic advice includes simply building trust by doing what you say and then a little more. It talks about how treating your employees like your best customers is vital and that marketing isn’t a single department – it’s the job of EVERYONE in your company.
Referral Marketing talks about combining high tech with high touch focusing on “Context, Content, Connections and Community” Making sure your website, white papers, podcasts, etc have good context, useful content, help build connections and forge community.
John gives gentle advice for how to take small steps towards building up one’s referral marketing so you don’t have to feel overwhelmed, but it does mean you’re not going to use this entire book at any given point. You must use it’s advice in bite-sizes, start working on a few things and then move forward from there by re-reading the book.
One very important thing addressed is our FEAR of asking for referrals and how it can be overcome – even turned on its head.
This is a wonderful read, extremely useful and well written. As an audio format, expect to stop the reading regularly to take notes. If you don’t then expect to forget a ton of what is being said because it’s a lot of information!