I’m a big fan of Duct Tape Marketing by John Jantsch and so I was very excited to see that he had a new book coming out.
So here’s my review, don’t pay attention to my grammar, and I’ll try to make sure I spell the words right.
First of all, I need to say, that there’s nothing new under the sun. Really. John’s book is not groundbreaking information as far as referral marketing. Nor is it a “new way” of doing things, or a magic formula that works every time. But that being said, this is one of the best and most practical marketing books I have read in a long time.
Here are three points that I picked up.
1. Successful referral marketers create buzz about their business. They understand the concept of “out of sight, out of mind” and so they engage in strategies to keep in the top of the mind of their prospects. John says that “content’ is the most trusted form of advertising and so successful marketers will use strategies such as blogging and social media, publicity, testimonials, and speaking to gain referrals and referral partners. Most important here is the “Secret Sauce” or the way you do your thing that makes your business, or you, more referable than someone else.
2. Successful referral marketers have a plan. In fact, John outlines several plans in this book including your strategy action plan, content action plan, and convergence action plan to name a few.
3. Successful referral marketers have a process. John gives several examples here, but my favorite is about the passive referral system used by Affordable Concrete Cutting that has helped his business explode. I’m not going to go into it here, but I know from my experience that marketing for this type of industry is not as easy as marketing is for a restaurant.
What I like best about this book, however, is that John gives some specific examples of what other companies have done successfully as part of their referral marketing strategy. These “Snack-sized Suggestions” come from attorneys, dentists, financial planners, auto dealers, contractors, home service providers, medical facilities and more. There are some excellent creative ideas here that you could definitely use in your business.
This book, The Referral Engine, Teaching Your Business to Market Yourself, by John Jantsch is a very practical guide to referral marketing for your business. I highly recommend it.