50 marketing mistakes / Mistake #23
Mistake #23 of 50Don’t forget to ask for referrals.
If somebody loves what you do, make it easy for them to introduce you.
What it costs you
Hope is not a system.
Your happiest customers already know your next customers.
Their friends. Their family. Their neighbors. The people they work with.
Most of them would gladly send you somebody. They just don’t think about it.
And most businesses never ask. They just hope.
You can say great things about yourself all day. People expect you to. When a friend says it, they believe it.
A real example
Courtesy of Jen
A hair salon hands a happy client, Jen, a card to pass along to a friend.
Picture that card two ways.
The plain card: “10% off your first visit. Show this card at the front desk.”
The named card: “Your first blowout is on us. A gift from a friend who thinks you’ll love it here. Courtesy of Jen.”
The plain card is a coupon. The named card is a gift from Jen.
Her friend is much more likely to use it, because it came from someone she knows.
And when that card comes back across the counter, you know exactly who to thank.
Why it happens
Why nobody asks
Word of mouth isn’t luck. It’s a habit.
Do this instead
Hand them something to pass along.
Ask at the finish line, while they’re smiling. Hand them something made for a friend, with their name on it. Then thank them every single time somebody walks in.
| Your business | One for a friend |
|---|---|
| Oil change shop | Two coupons: one for you, one for a friend |
| Gym | Two T-shirts: one for you, one for your workout partner |
| Pizza place | Two magnets on every box: one for your refrigerator, one for the neighbor’s |
| Hair salon | Two cards: your next visit, and a first visit for a friend |
| Financial planner | Two copies of the retirement checklist: one for you, one for someone you care about |
| Any business | “Who’s the one person you know who’d love this?” |
When a referral walks in, thank the person who sent them that same week. A handwritten note, a phone call or a small gift. Write it down: who sent them, who came in, what thank-you went out. One thing to check: some industries have rules about referrals. Know yours before you start.
Do this today
- 1
Write down your five happiest customers.
- 2
Call or text each one, and say thank you.
- 3
Ask: “Who’s the one person you know who’d love this?”
- 4
Start a simple list: who sent who, and when you thanked them.
Your next customer already knows your last one. Ask for the introduction.
From the book
Chapter 11: One for You, One for a Friend
Starts on page 102. The whole chapter, plus 250+ ways to market your business, in the free book.
Download the free bookIdeas that fix it
One for you, one for a friend.
Idea 170 · book page 346Premium T-Shirts$8–$20 eachSoft shirts get worn on weekends, not just at work.
Idea 86 · book page 304Magnets$0.75–$2 eachOn the fridge right when the pipe bursts.
Idea 171 · book page 347Insulated Tumblers$8–$25 eachUsed daily, and seen on desks and in cars.
Idea 162 · book page 342Coffee Bags$6–$15 per bagEnjoyed every morning for a week.Want a referral plan that runs every day?
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