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The Referral Engine
- Teaching Your Business to Market Itself
- Narrated by: John Jantsch
- Length: 6 hrs and 49 mins
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Publisher's summary
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:
- Talk with your customers, not at them. Thanks to social networking sites, companies of any size have the opportunity to engage with their customers on their home turf as never before-but the key is listening.
- The sales team is the most important part of your marketing team. Salespeople are the company's main link to customers, who are the main source of referrals. Getting them on board with your referral strategy is critical.
- Educate your customers. Referrals are only helpful if they're given to the right people. Educate your customers about whom they should be talking to.
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.
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Whether you're an entrepreneur, an intrapreneur, or a not-for-profit leader, there's no shortage of advice on such topics as writing a business plan, recruiting, raising capital, and branding. In fact there are so many books, articles, and websites that many startups get bogged down to the point of paralysis, or they focus on the wrong priorities and go broke before they discover their mistakes.
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Like a collection of about.com articles
- By Lee on 06-15-15
By: Guy Kawasaki
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Overdeliver
- Build a Business for a Lifetime Playing the Long Game in Direct Response Marketing
- By: Brian Kurtz
- Narrated by: Brian Kurtz
- Length: 8 hrs and 43 mins
- Unabridged
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Whether you’re new to marketing or a seasoned pro, this book gives you a crystal-clear road map to grow your business, make more money, maximize your impact in your market, and love what you’re doing while you’re doing it. Author Brian Kurtz takes you inside the craft to help you use all the tools at your disposal - from the intricate relationship between lists, offers, and copy, to continuity and creating lifetime value, to the critical importance of multichannel marketing and more - so you can succeed wildly, exceed all your expectations, and overdeliver every time.
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1 of the best books on marketing - highly recommended
- By Patrick J. Stiles on 12-13-19
By: Brian Kurtz
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Profitable Podcasting
- Grow Your Business, Expand Your Platform, and Build a Nation of True Fans
- By: Stephen Woessner
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The word is out: content marketing is king. But when nearly every business has a blog, it's tough to stand out. The real secret is that there's a much better tool for spreading influence and generating revenue - one with far less competition. Podcasting offers rich opportunities, especially if you get in early and do it right.
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Half way thru, nothing worth any of my $$$
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Disruptive Marketing
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- By: Geoffrey Colon
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Now that 75 percent of screen time is spent on connected devices, digital strategies have moved front and center of most marketing plans. But what if that's not enough? What if most people ignore company messages? What if consumer engagement never goes further than the "like" button? A sobering reality is hitting marketers. Technology hasn't just reshaped mass media, it's altering behavior as well. And getting through to customers will take some radical rethinking.
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Needed. Valuable. Welcome contribution.
- By Oliver Nielsen on 04-26-17
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The Zappos Experience
- 5 Principles to Inspire, Engage, and Wow
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The Zappos Experience takes you through - and beyond - the playful, offbeat company culture Zappos has become famous for. Michelli reveals what occurs behind the scenes at Zappos, showing how employees at all levels operate on a day-to-day basis while providing the "big picture" leadership methods that have earned the company $1 billion in annual gross sales during the last ten years - with almost no advertising. Michelli breaks the approach down into five key elements.
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Brand propaganda
- By MR A G ADELAAR on 05-22-15
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What listeners say about The Referral Engine
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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Overall
- Richard
- 10-18-10
Purple cow on steroids
This is probably the most beneficial marketing book I have read so far. If you have read Purple Cow, this book takes that concept further and focuses on real techniques on how to get people to refer you business.
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15 people found this helpful
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- MICHAEL
- 11-16-22
A Must Read
I got to hear about this lovely book from Chris Guillebeau's book The $100 Startup. It is a must read.
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- Douglas Page
- 06-04-17
Great resource of referral ideas.
Well written and narrated. The book takes you through a great many ways for any organization to achieve a significant referral business.
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- Jeanette Fox
- 01-16-19
real world
Great read overall. i was inspired to take action with refers. And I loved the guidance and real world examples
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1 person found this helpful
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- J. G.
- 09-12-11
Useful, but so boring I couldn't finish it
There are a lot of great tips in this book. It is just so boring that I could only make it half way through. If you want something to go to sleep to, this may be the book.
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1 person found this helpful
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- Eric
- 11-17-11
Brilliant
Better than Einstein's bio. I really was into this book and it's very well written.
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Overall
- DivZero
- 08-03-10
Packed full of getting it done
Jantsch has written a fantastic book about building a business based on referrals. The book is packed with idea after idea for helping your customers refer you to other customers.
If you've already read "The Ultimate Question" then this is the other half. Why just ask how likely are you to recommend us to a friend or colleague if you don't then ask them to actually get up and make that referral.
My current fave: "You're going to like our product so much that in 30 days I'm going to come back and ask you to introduce me to three friends or colleagues that could also benefit from our product"
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12 people found this helpful
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Overall
- Courtney Robertson
- 04-22-11
Synthesized on and offline networking
John Jantsch has done a great job at synthesizing the soft-skills of real world networking with the overview of the online landscape and best practices in networking online. It inspires quick action, but also in thoughtful content creation that generates inbound traffic are beneficial for business owners. I enjoyed the author reading of this book as well.
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7 people found this helpful
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- Robert W. Mann
- 02-13-20
Business resource library book
This is marketing dollars maximized! Reading this book will help you to see the value of building your business around generating referrals.
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- TMN
- 01-07-16
Actionable ideas
Great book and full of real ideas. Very easy to keep engaged and relate to.
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