Inbound Marketing-Referrals & Word of Mouth
I'm reading a book titled The Referral Engine by John Jantsch
(he also wrote Duct Tape Marketing). In the book he discusses
how to go about getting referrals. He says there are
two critical elements.
The first of the critical elements is:
(he also wrote Duct Tape Marketing). In the book he discusses
how to go about getting referrals. He says there are
two critical elements.
The first of the critical elements is:
You must have a core talkable difference.Your goal, Jantsch says,
"is to unearth the simple, remarkable difference that is your chief
competitive advantage. It is not enough to offer a nice feature,
something your competitor doesn't; this must be something so special
that people can't help talking about your business...I can't stress
enough how significant this first step is to the eventual success (or
failure) of your referral ambitions."
"is to unearth the simple, remarkable difference that is your chief
competitive advantage. It is not enough to offer a nice feature,
something your competitor doesn't; this must be something so special
that people can't help talking about your business...I can't stress
enough how significant this first step is to the eventual success (or
failure) of your referral ambitions."
How to determine your core talkable difference is the point of
my book What's Your Phrase that Pays?. Jantsch says the best way
to do this (Jantsch suggests there is not much help available to the
business owner trying to figure our their differentiation-I wrote Phrase
to fill thatgap ) is to understand 1) who and what you are (how to
accomplish this is detailed in Phrase), 2) determine what consumers
already want (how to conduct effective, no cost, easy to complete
consumer research is detailed in Phrase), then 3) figure out how you
can provide the desired benefit and communicate the fact you do
provide it to consumers in a way that makes it easy for consumers
to understand why it's in their best interest to pay you a (perceived)
premium for your differentiation (a phrase that pays-ten words or less
that presents your consumer-desired differentiation in an easy to
understand, memorable way, is the point of What's Your Phrase that
Pays?).
my book What's Your Phrase that Pays?. Jantsch says the best way
to do this (Jantsch suggests there is not much help available to the
business owner trying to figure our their differentiation-I wrote Phrase
to fill that
accomplish this is detailed in Phrase), 2) determine what consumers
already want (how to conduct effective, no cost, easy to complete
consumer research is detailed in Phrase), then 3) figure out how you
can provide the desired benefit and communicate the fact you do
provide it to consumers in a way that makes it easy for consumers
to understand why it's in their best interest to pay you a (perceived)
premium for your differentiation (a phrase that pays-ten words or less
that presents your consumer-desired differentiation in an easy to
understand, memorable way, is the point of What's Your Phrase that
Pays?).
The second of the two critical elements is:
you must have a narrowly defined ideal customer.
you must have a narrowly defined ideal customer.
Jantsch goes on to suggest you focus on a specific target market
(how to determine your primarytarget market is detailed in Phrase).
(how to determine your primary
A consumer-desired differentiation that you consistently deliver
creates trust; presenting your differentiation in an easy to
understand, memorable way (a phrase that pays, I suggest) is
the key to effective word of mouth marketing and referrals because,
Jantsch says "In the business of referrals, trust is the most important
reason a recommendation is made and, conversely, lack of trust is
the single greatest reason referrals don't happen."
creates trust; presenting your differentiation in an easy to
understand, memorable way (a phrase that pays, I suggest) is
the key to effective word of mouth marketing and referrals because,
Jantsch says "In the business of referrals, trust is the most important
reason a recommendation is made and, conversely, lack of trust is
the single greatest reason referrals don't happen."
Thanks, and sell a bunch!
Mark Dahl
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