Branding for referrals

People refer others to a particular company, product, service or event so they will look good in the eyes of the referee.

That's it. That's their motivation. Period.

We know this intuitively, but now there's statistically-derived data to back that up. It's all in Scott Degraffenreid's new book, The New Art and Science of Referral Marketing - Embracing the N.U.D.E. Model. This modestly-sized volume is based on Scott's observations and sophisticated statistical analysis of large databases derived from research performed in the medical and pharmaceutical fields. You will find this book modestly-priced as well. Just click over to www.docmurdock.com.

So here's the question: what will it take for you to refer me to a friend of yours?

From a branding standpoint, the most important consideration is this: It must be easy for you to explain my offering to your associate. I need to make you appear authoritative. I want you to look good and be thanked (even praised) for your astuteness and benevolence in referring me.

So as the brander, I must make the offering crystal clear in explaining how this offering is different and better. My brand message must be memorable enough so referrers can quote with confidence.

Then I must deliver on my promises. If I don't, no more referrals and plenty of bad vibes.

So, make it easy for people to refer you, and make them feel good about doing so by delivering an outstanding experience.

I hope you all have a fun but save Fourth!

Martin Jelsema
Signature Strategies
Helping smaller businesses profit from the power of branding.

www.signaturestrategies.biz