Harnessing the Simple, but Effective Art of Referral Marketing
Apr 18th, 2008 
By PAUL B. BROWN
New York Times
Published: April 15, 2008
A few excerpts:
“Business owners tell me every day that the way they generate the most new business is through referral marketing,†John Jantsch writes on ducttapemarketing.com, a Web site devoted to helping small businesses with their marketing. “Yet they don’t seem to grasp the power of this statement. Few if any businesses harness the true power of referrals by making the receiving of systematic referrals a cornerstone of their marketing efforts.”
Referrals, he says, work because they are credible. “When a trusted friend tells you about a business, you transfer that trust to this company, he writes, “even if you’ve never heard of them before.â€
In addition, the people referred to you “tend to spend more money,†he says. “Research has proven this beyond the shadow of a doubt and it is likely because people tend to refer others who are highly qualified and not just tire kickers or price shoppers.â€
Quoted in the article:
The original New York Times article is here, but they eventually go into (paid) archives.
Sharon Schanzer Red Letter Day is a graphic design firm specializing in print and presentation/PowerPoint design.
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