From Publishers Weekly
As lean times force businesses to reduce advertising and marketing budgets, more and more companies are trying to develop new clients through word-of-mouth referrals. Jantsch (Duct Tape Marketing
) champions such an approach, asserting that many widely referred businesses do very little when it comes to traditional advertising and that happy customers and actively engaged partners account for a great deal of their efforts. According to Jantsch, referral behavior is a primal activity rooted in our survival instinct and satisfying our need to connect with other people and mint social currency. Jantsch offers practical solutions on how to build a powerful referral engine by developing a systematic, consistent, and replicable approach and exploiting content, using social networking, and building strategic partnerships. He illustrates his points with examples from such companies as work clothing manufacturer Carhartt with its Tough Jobs blog; Southwest Airlines, which relies heavily on hiring the right people to be the champions of the brand; and TerraCycle, a recycling company whose nontraditional business practices generated word-of-mouth attention. A swift, appealing read and a thorough primer on the power of letting your products and customers speak for themselves. (May)
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"Frankly, I had no idea how John was going to top Duct Tape Marketing. The book is a classic. But with "The Referral Engine," John puts you in the driver's seat and shows you the steps to achieving marketing success without a huge budget. Go no further. Buy this now."
-Chris Brogan, coauthor of "Trust Agents"
"I don't think there are many people who know more about small business marketing than John does, and I'm certain that there's no one more generous in sharing tips and insights. What, exactly, are you waiting for? This book will pay for itself in one day."
-Seth Godin, author of "Linchpin"
"Who knew that there's a science to referrals? Not I-but now that I know, I want you to benefit from John's expertise. In a sense, a jacket blurb is the ultimate referral, and I'm here to blurb this book because it will help you succeed in business."
-Guy Kawasaki, cofounder of Alltop
"If you love to cold call and dig spending money on advertising, thenI