The small business guru behind Duct Tape Marketing shares his most valuable lesson: how to get your customers to do your best marketing for you.
The power of glitzy advertising and elaborate marketing campaigns is on the wane; word- of-mouth referrals are what drive business today. People trust the recommendation of a friend, family member, colleague, or even stranger with similar tastes over anything thrust at them by a faceless company.
Most business owners believe that whether customers refer them is entirely out of their hands. But science shows that people can't help recommending products and services to their friends - it's an instinct wired deep in the brain. And smart businesses can tap into that hardwired desire.
Marketing expert John Jantsch offers practical techniques for harnessing the power of referrals to ensure a steady flow of new customers. Some of Jantsch's strategies include:
The secret to generating referrals lies in understanding the "Customer Referral Cycle". Businesses can ensure a healthy referral cycle by moving customers and prospects along the path of Know, Like, Trust, Try, Buy, Repeat, and Refer. If everyone in an organization keeps this sequence in mind, Jantsch argues, your business will generate referrals like a well-oiled machine.
©2010 John Jantsch (P)2010 Gildan
This book is a great way to "warm-up" or get in the "mood" for a Brainstorming session. The examples are solid and practical in most business segments (Retail, Service, Professional, etc). The reading was also very good.
This is my new "go-to" book for background noise... getting ready for work, driving short distances, etc and it never fails to inspire a new idea or thought!!
Content, narration and flow is excellent. It generated a ton of original ideas for programs my company will be implementing. This book has a very unique and up-to-date take on something that's been basic business for all of time. Use the bookmarking feature and/or take notes!!
It felt too much like a bunch of random thoughts or Tweetable case studies. There wasn't much strategy, or technique, just a bunch of tactics that may or may not work depending on if you've figured out everything else you'd need to make them stick.
You get the sense this author wrote a really good book or two a while ago and now he is riding his name. There is some helpful material in there but realistically could be presented in 50% of the time as he seems to get of course and talk about things like how to run a business.
Very well written-read...significant amount of material.
Needing a guide to go along with these great ideas-suggestions. Will definitely be listening to the book several more times!
This book is more of an infomercial for his services than anything
No but I wont buy his books
Dont bother buying. You can find better information on the web or in magazines such as Inc or Entrepreneur.
It was very generalised and repetitive from chapter to chapter for me. I started other books just to have a break. I wouldn't sit through that again in a hurry. I think the print version may be easier to skim through.
Stop repeating things across chapters.
Reader was OK.
Don't expect anything more than you could read for free on marketing blogs. It's OK but I didn't think it was anything brilliant. Depends what you need to achieve - it can motivate those who need a reason to try new things.
Informative; good; educational
No, this book needs to be digested and thought about, and action plans made. I listened to the book very quickly because each idea given was so great I wanted to see what was coming next, but i have since started listening to about one chapter a week so I can more fully implement his ideas.
I loved this book so much that I am also buying a print copy that I can mark up! I am developing iPad presentations for myself and other Real Estate agents and much of our business is referral. This books helps line up how to stand out so that you will get referred- I can't wait to put it into practice.
More actual techniques for asking for referrals. The author suggests that business must be referable, duh!
Not to delineate from the subject too much
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