Be specific.
I have a client in the building sector. We needed a way to get them more referrals. I could have suggested paid search. It works.
We didn’t do that.
We investigated. What are the 3 main things about building that people don’t know or understand? What frustrates them? We found out. People don’t understand preliminaries – why they cost so much and what they are for.
So we wrote about it. We explained it, we pulled information from all professional bodies and linked to them. We did a great job with making sure it indexed. And we spoke about it across platforms.
It’s the highest ranking piece of content on the website. That’s cool. What’s better is when I ask about prelims in Auckland, they are mentioned multiple times.
That’s trust. And now, the phone is ringing.
Three Quick Things
Anti Value
Stop trying to convince people why your product is good. Instead, tell them exactly who it is NOT for. In a world of generic “we’re the best” claims, radical exclusion builds instant trust with your actual target audience.
Post a “3 reasons you shouldn’t work with us” list. You’ll filter out the tire-kickers and make your ideal clients feel like they’ve finally found their tribe.
Ask!
Most business owners ask for referrals with a broad, “Know anyone who needs X?” This is too much homework for your customers’ brains, so they say nothing.
Send a quick note to your top 10 clients asking for a specific introduction. Example: “I’m looking to help one more [Specific Niche, e.g., local bakery owner / tech founder] this month. Do you know someone in that exact spot?”
Easter Eggs for Retention
Most marketing is obsessed with the top of the funnel (getting new people). Genius marketing is obsessed with the “Thank You” page.
Add a small, unexpected “Easter Egg” to your confirmation email or checkout page. It could be a link to a hidden “secret” playlist, a 5% discount code for a friend, or a personalized GIF. This creates Post-Purchase Delight, which is the single fastest way to turn a one-time buyer into a vocal brand advocate.
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