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The Referral Engine

Teaching Your Business to Market Itself

By John Jantsch
16-minute read
Audio available
The Referral Engine: Teaching Your Business to Market Itself by  John Jantsch

The Referral Engine (2010) is a practical guide to developing an in-depth referral-based marketing strategy for your business. These blinks explain why referrals are so powerful before taking you through a step-by-step process to build the referral machine that your company wants and needs.

  • Entrepreneurs and business owners
  • Marketers at all levels of the company hierarchy
  • Readers interested in actionable referral marketing strategies

John Jantsch is a marketing expert who shares his expertise as a consultant, speaker and author. His other books include Duct Tape Marketing and The Commitment Engine.

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The Referral Engine

Teaching Your Business to Market Itself

By John Jantsch
  • Read in 16 minutes
  • Audio & text available
  • Contains 10 key ideas
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The Referral Engine: Teaching Your Business to Market Itself by  John Jantsch
Synopsis

The Referral Engine (2010) is a practical guide to developing an in-depth referral-based marketing strategy for your business. These blinks explain why referrals are so powerful before taking you through a step-by-step process to build the referral machine that your company wants and needs.

Key idea 1 of 10

Humans are hardwired to share information they trust, an impulse you can use to your business’s advantage.

So, you want people to refer your company to others. Well, you can make that goal a reality by tapping into the psychological impulse that compels humans to make recommendations of any kind.

The social nature of humanity means people want to make referrals as a means of earning recognition. This makes perfect sense when you consider that, within tribal societies, maintaining good social standing was a precondition for survival. After all, failing to make people like and value you could mean rejection from the tribe and near-certain death.

As a result, a deep desire for social validation is hardwired into our brains. In fact, the quest for validation from others is so deep within us that it’s controlled by the same part of the brain that’s responsible for primitive functions like hunger, sleep and sex drive.

To benefit from this impulse to earn social validation, your business should only present relevant and useful information. For instance, telling another tribe member about a good fishing spot during a time of famine would naturally earn the referrer a good deal of respect.

But how do you make your business referral worthy? By showing that it can be trusted to provide a stellar solution or experience.

This is a vital step because making referrals always carries with it the risk of losing credibility if what is being referred fails to deliver. As a result, people rarely refer businesses they don’t trust.

To make matters more complicated, building trust is a long-term game, requiring commitment and consistency. Take Scott Ginsberg, an author and speaker on the art of approachability, for example. He has worn a name tag every single day for over eight years.

Naturally, this grabs the attention of others in public, who often approach him. More importantly, however, this commitment to standing out has earned him the trust of others as a true expert on approachability.

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