Everyone knows that business promotion is essential for long term success. What surprises most people is that even with all the forms of business promotion — such as advertising, PR, and internet promotion — word of mouth marketing is still recognized by the most successful entrepreneurs and marketing gurus as the number one business promotion strategy.

But there’s one thing that almost all of these marketing gurus either don’t know or don’t share. And it’s the number one key to massively successful business promotion using word of mouth advertising.

You see, most people are a little scared or nervous about asking for referrals.

But, fortunately, you don’t need to ask for referrals face to face, you can use a letter instead. This makes it very easy and comfortable to ask for, and get, referrals.

But there is an attitude that underlies the fear many people have about asking for referrals. And this attitude blocks true success in business promotion using word of mouth advertising. This attitude is that asking for referrals is about being pushy or that it means you’re begging or pleading for customers.

I don’t look at asking for referrals that way. In fact I look at it very differently!

So, let me walk you through the way I think about referrals. I call this the “Word Of Mouth Magic” attitude!

If you believe that your product or service is the best available, then you are doing the highest and most noble service for your customers when you ask them for referrals.

Let me illustrate this by asking you a question …

Do you care about the people who are closest to your best friends?

I presume your answer is yes! So…

Would you want these people to settle for less than they could get out of life?

And would you sit by and let them make a poor decision - a decision that would reduce the quality of their life - even if you could easily point them in a better direction?

My guess is that there’s *no way* you would sit by and do nothing!

Listen, I look at my customers as dear and valued friends. And I care for them very much. After all, they are people just like me. They have hopes, dreams, fears and aspirations. And I know that each one of them is uniquely special.

You see, if you don’t encourage your customers to refer their family and friends to you, then your customers may unintentionally let them choose another business - a business that offers less benefit, protection, and advantage than you do.

In other words, as long as you care for your customers to a higher level than any of your competitors, then you are doing them a disservice when you don’t ask them for referrals.

And realise that your customers are probably too busy to continually think about helping people in their network to the highest level. By asking your customers for referrals, you are giving them a very easy way to look after the most important people in their lives!

What could be more noble?

Now go and ask your customers for referrals with this attitude, and your success with word of mouth advertising will skyrocket!

-Martin Russell

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