Page 219 - Duct Tape Marketing

Chapter 13

Ramp Up a Systematic Referral Machine

Our lead generation system is coming along nicely, but without a
fully functioning referral marketing system, we’re missing the
important third leg of a lead generation machine. When we com-
bine a referral marketing system with the advertising and PR systems
presented previously, our lead generation machine will be a fully oper-
ational, very firm, and powerful foundation.

What Is Referral Marketing?

Simply put, referral marketing is a specific set of strategies and tools
designed to bring the small business owner new clients, qualified leads,
and repeat business without the aid of, or in addition to, other advertis-
ing methods.

Many business owners have built thriving businesses entirely
upon referrals. Almost all businesses get started this way. The busi-
ness lands a client, does some good work, and that client tells his
or her family and friends. Before you know it, this kind of word-of-
mouth marketing creates a steady stream of projects. The sad thing,
though, is that many of these same businesses never realize they could
generate even more business if they actively participated in the genera-
tion of referrals.

Some professionals, such as lawyers, doctors, and accountants,
are particularly suited to referral marketing. Very few people feel
comfortable hiring a doctor based on that doctor’s ad in the Yellow

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