Referrals: Writing a Soft Sales Letter that gets you More Referrals
Author: jeffrey dobkin
Author: jeffrey dobkin
Referrals: Writing a Soft Sales Letter that gets you More Referrals
Whats the best way to get more referral business? Its it's by writing a thank-you letter.
Yes, I know - it's weird, but it's the best technique you can use for getting more referrals. Yes, better than a sales letter!
Here's how it works: First, you get a referral. I know - I'm as surprised as you are, but sometimes it happens: someone liked you and somewhere down the line and they passed some good words out about you to a new customer or prospect.
Here's what you can do to encourage them to refer you again and again: send them a "Thank You for your referral!" letter. Here's what happens: First, your "Thank you!" letter elevates you from the silent majority who never bothered to express their appreciation for being referred. Well, that got you noticed, and placed well above 99.9% of other people who have received a referral from someone and never even said thanks, let alone write a letter. Now here's how to get even more business.
Face it: a phone call just doesnt have the impact of a thank you letter. Whatever you said on the phone - that fades into the horizon with the sunset. But not a letter. A letter has time to sit on the recipients desk as a lasting momento of your appreciation. A phone call just doesnt compare to the visual goodwill generated by an appreciative letter.
The Most Valuable Letter
So, the most valuable letter you can write is to thank someone for their referral. Thank you for your kind referral. I appreciate the privilege to be of service to your colleague. I don't take referrals lightly, and assure you I will provide good value Continuing, Thank you so much for your referral and your trust.
A referral is the utmost demonstration of trust a client or friend can show. Its the leap of faith that youll perform exceptionally well for someone else, even when completely out of view. The person who recommends you puts their own name and reputation on the line for you. Does it deserve a thank you letter? You bet! But wait, there's more.
Why is your Thank you letter so effective? First, it makes the person feel comfortable with their recommendation of you, because now they know youre going to do the very best job you possibly can for your new client. Youre going to lean over backward to look good, and to make them look good for giving you their referral. You cant make them feel like this with an ad, brochure or a phone call, but its easy to do with a well placed and well timed letter.
With a personal letter it's easy to convince someone who has referred you that you really do appreciate the trust theyve placed in your products or services. You can make them feel, well, like they should refer more people to you, all the time. And therein lies the beauty, the value, and the monetary worth in the most valuable letter you can write: the Thank you for your referral! letter. The receiver will remember it, and when the opportunity comes up again, theyll continue to refer more people to you.
Youve heard of word-of-mouth advertising as the best (and the cheapest) form of advertising? Well, this is better. Its how you make it more referrals happen, again and again. So now this "Thank you for your referral" letter has become the least costly AND the most effective piece of advertising you can write, bar none. Least costly? AND most effective? Hummm
Did you notice how casually the Thanks for your kind referral letter has now become the most effective piece of advertising you can write? Its no longer in the Ill just dash off this thank-you letter category. It becomes an art form, your personal ad in the exact form and style of a letter.
Sending a Hard-Working Gift
What does my office do for people who refer direct marketing consulting or copywriting clients to us? We send them a Cross Pen, and of course a wonderful letter that says thank you so much for your kind referral. And we have THEIR name engraved on the pen (the only person who wants a pen with my name on it is me!) Dont worry, theyll remember where they got it!
By the time we ship their new pen to them, and of course our own personal letter of thanks, it costs us about $25. Is it worth it? You tell me: the prospect who received the referral of us trusts us because he received the personal recommendation from a friend. If we do any work for the new client, our copywriting and market consulting fees range from well, we get our $25 back pretty quick. Many clients stay with us for years.
We dont convert all the prospects referred to us into actual rent-paying customers. Some don't need our high-powered direct marketing sales letters or high response direct marketing sales material. Some arent ready to launch products just yet; and some are just tire-kickers or fishing. No matter, we still send an engraved pen to the referral source with a nice letter of thanks.
Funny, the more letters we send, the more referrals we seem to get from the referral source. Which we really do appreciate. If youd like to get more business, write an exceptional Thank you for your referral! letter, and keep it at-the-ready in your computer.
When you get a referral, send the letter. If you feel its worth it, send an engraved Cross Pen with your letter of thanks. If not, thats OK, a letter by itself will thank people nicely also. You cant buy that kind of advertising - that goodwill or trust, or those kind referrals - at any price. Or can you?About the Author:
Bio, Jeffrey Dobkin
If you're struggling with poor response from your direct marketing campaign, you can solve this problem and get help fast. Gain an advantage - and get amazing results by reading practical how-to marketing tips. Immediately increase your phone calls - and customers - receive articles you can trust by
[Jeffrey Dobkin]. Dobkin has written 4 books on direct marketing (including the cult classic, How To Market A Product for Under $500!) that feature his practical marketing tips and successful direct marketing methods, all scribbled in his own brilliant conversational style of writing. Jeffrey Dobkin can be reached at
[The Danielle Adams Publishing Company], Phone 610-642-1000. Read more of his articles at
http://www.danielleadams.com 610-642-1000 rings on his desk.
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