Referral Marketing: Let’s Keep It Simple

Referral marketing may possibly be the easiest form of marketing. At the same time, referral marketing is really difficult too. An effective referral Marketing System involves many variables. However, I will share with you some ways to use referral marketing to increase your sales quickly and inexpensively, without spinning your wheels.

Let’s begin with language. The specific words we use to tell others about our self and our business are critical. Equally important are the words that others use in telling their Network about us and our business. First, there needs to be a reason somebody is going to buy from us. That may be a pain point, a problem, or just a desire. Whatever it is, we have to clearly express it. And we must also clearly state that we can fill that need.

Next, we must identify who our ideal client is. If I don’t know who my ideal client is, that means I have not identified a specific pain, problem or need. In that case, my marketing is like throwing a dart at a dartboard while blindfolded – very rarely will I hit the bullseye. Heck, it’s hard enough to hit the bull’s-eye without a blindfold!

Once I have identified my ideal target client and their need, next I will develop the precise language for sharing my offering. We want our our language to clearly communicate three things to referral partners, referral sources, and prospects. First is the PROBLEM. Second is our SOLUTION to the PROBLEM. Third, we must share two to three BENEFITS they will receive from our SOLUTION. The BENEFITS are the most important of the three. Make it easy for folks who are referring you to share those BENEFITS just as clearly as you can. Here is an example of my three elements:

PROBLEM: “Many professionals want to grow their business by referral but they’ve never learned a system for doing so. As a result, they spin their wheels, waste a lot of precious time, and feel frustrated.”

SOLUTION: “My program, The Referral Marketing Success System, helps professionals create and organize an effective referral marketing process.”

BENEFITS: “Then they’re able to organize their referral process, receive more referrals, and in turn, make more money.”

I can use any one of those three elements when somebody asks me what I do. For example, I can just start off with the BENEFITS. If asked, “So what do you do, Joe?” I can easily answer, “I teach busy professionals how to organize their referral process, receive more referrals, and in turn, make more money.” That would certainly sound intriguing to me if I wasn’t already doing it.  

The two main take-aways here are: (a) be clear on who your ideal target client is, and  (b) make it easy for others to share what it is you do and the benefits they will get from working with you. This system produces incredible results for me and many of my clients. Implement it in the language you use, and it will be just as successful for you.


Joe Novara strongly believes in the power of Business Networking and Referral Partnerships. Joe has been a sales professional for over 20 years selling both Printing and Real Estate very successfully. He attributes most of the credit for his success to the power of Networking and Referral Partnerships. In his talks, Joe shares how he overcame his fears of attending large networking events and the procedures he developed for getting the most out of every networking event. The relationships Joe has developed through networking have always been a great source of referrals and new business.