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, by John Jantsch
Download , by John Jantsch
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Product details
File Size: 538 KB
Print Length: 268 pages
Publisher: Portfolio (May 13, 2010)
Publication Date: May 13, 2010
Sold by: Penguin Group (USA) LLC
Language: English
ASIN: B003NX75HM
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Amazon Best Sellers Rank:
#319,377 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
The best book I've read on how to get referrals from existing customers. I run a digital marketing agency and after reading this I bought a copy for each of my account managers and we've seen them bringing a lot more value to clients and to my agency as a result.
We have a book club for aviation-industry sales and marketing professionals. Our folks are aircraft brokers, marketing pros for flight schools, charter sales, jet cards, etc. Many of our folks already get 50% or more of their business from referrals, so weren’t expecting to see much that was new.But everyone found at least one “gold nugget†- a key insight or technique to try. Highly recommended!
Like Jantsch's previous book Duct Tape Marketing, this one is filled with practical insights and actionable advice that any entrepreneur or small business owner can quickly put to work in their business. The insights and resources shared for building your own referral engine by leveraging content and the world of social media are as powerful as they are useful. From the starting point of encouraging you to view referrals as a strategy for your business and not just a tactic, through the action-focused advice on how to actually garner and use referrals, Jantsch shows you how to stop wasting money on things that don't work to attract new business and how to engage your customers in helping you to bring in a steady flow of those your business was meant to serve.It's worth noting that the reason I am writing this review is because the process Jantsch used for marketing the book led me to experience the power of his core ideas firsthand. He suggests developing content with value, disseminating it to others, then asking them to share their insights after they have consumed it. I found out the book was coming out from Drew McClelland's blog, clicked a link that allowed me to get a copy before it was released to the public, read it, then was gently reminded by Jantsch (via e-mail) that I could post my review here, complete with a link to make it easy.The point? He walked his talk and proved to me that it worked...and now I am endorsing the book with no reservations (and with no money coming my way) because he did what he said he would do, and because this book will help you build your business...he proved that with the way he used his techniques to turn me into a raving fan, or perhaps a piston in his referral engine!
I bought this to read for work. Was a little dry and redundant. But the over all point of the book is fantastic. I think any person looking to grow a business should read it.
There's nothing totally unique about any one idea in "The Referral Engine." There's nothing unique about a 5lb. bag of sugar either. Of course that bag of sugar could be in the hands of a skilled pastry chef - or it could be in mine. I can tell you there's a pretty big difference. John Jantsch is the Head Chef of Marketing. He has an almost magical way of accumulating massive quantities of more basic ideas, sifting them, combining them in perfect proportions, and then turning them into recipes for delicious success. The end result almost defies identification of those original ingredients. A great chef understands every tool, and exactly what his oven will do at each temperature. John Jantsch understands small business owners to the extent he crawls right inside our heads to tweak attitudes - and he does it by slowly building a case logically, step by step, until you can't help but agree with what has just become so obvious.In "Referral Engine" one of the first things he tackles is a business owner's reluctance to ask for referrals. I know that until I was exposed to Jantsch's material, I hated it! I expected my clients to love me and spread the love without me asking - and in fact, often times that did happen. No matter how good you think you are now, if you're like me, you have no idea how great your untapped potential in this area is.I think the thing I like most about Referral Engine, and Jantsch's work in general, is that there is no dishonesty, no gimmicks, no use of trickery. I've always believed the path to success lies in creating a great product or service for which one charges a fair price. It's an approach built on creating a great product or service to begin with. Jantsch shares that approach. For example, Chapter 5 is titled "Your Authentic Strategy." The underlying premise of this work is the need to create a company worth referring. The second key idea is that you get ahead by helping others first. We're encouraged to partner with other businesses, and to always be looking for ways to help others, to connect, to refer. There are no one-way streets in Jantsch world. You clearly give as well as get. The icing on this cupcake is the multitude of examples and references that help one understand just what all of this means and how it's done.Then, once the underlying foundation is in place, Jantsch starts with the mechanics, and, unlike other "idea" based authors - many of whom I also love - Jantsch gets into the guts of the issue. Here's how. Here's where you go. Do this next. There's no sugar coating. This stage isn't about the tasty result. This is about the process. Jantsch doesn't just cover the need to blog, he starts at the basement. For example, from P. 131, "Keyword rich" covers the way you need to use keywords in your blog in order to make it accessible. Sure, you might want to buy another book just on SEO, but in this one section, Jantsch manages to succinctly distill the basics that you will need - including providing tools like [...] which will help you.If you take all of this book to heart, and implement it fully, not only will you have a great referral machine, you'll have a great business. This one book may not have all the information you'll need to improve all of the other parts of your business, but it will help you identify parts that aren't working because they will keep you from being talk, or referral, worthy. This book, assuming one has an Amazon Prime membership - and every small business owner should - is $11.69 today, its release date. I'd be surprised if your return on investment wasn't at least 1,000 times that. On the other hand, you could order 20 to 30 other books to cover the various aspects covered here - and I would hope for that, you'd have greater results, but somehow I seriously doubt it.I love this book, and I think you will too.
This is an awesome book. It gives specific examples for implementing referral ideas, not just generic concepts. I loved how the info was presented. I listened to the audio version of this book and the narration was pleasant. A definite must have book for small business owners, marketers, and sales people.
I loved this book. After too many fairy tales with unicorns, rainbows and dreams of what the internet can do for your business, THE REFERRAL ENGINE gets real. Real examples, real tips, real lessons you can put into place into your business. Applicable to one man shows or large organizations, the strategy behind things like Inbound Marketing can be learned, implemented and improved. Highly recommended. I listened to it originally on an audio book, then bought the paperback so I could read it and take notes.
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