RefMktgBook-2

In a few short pages and without going into great scientific detail, Scott has applied math and behavioral science to demystify referral marketing. Ever wonder why the traditional media (TV, radio, etc.) may not be the best marketing tool for a lot of us? We have amazing brains that filter out a lot of noise (advertisements). Referrals – advertisements with a personal touch are generally much more effective than the impersonal media. Have you ever considered why someone will make a referral? The bottom line is that a good referral enhances the individual’s status with the person to whom the referral is given. Everyone wants to look good. While we may not be conscious of this motivation, how many of us would give a less-than-good referral to a friend or even an enemy? We wouldn’t! It would damage our credibility and reputation.

So what elements need to be present for someone to refer your product or service? It’s the N.U.D.E Model – Novelty, Utility, Dependability and Economy. While I won’t go into detail, suffice it to say, that all four need to be present and their perceptions managed to drive your business based on referrals. A N.U.D.E. score of 315% or higher can result in at least one referral from each of your customers. At that level, the referrals alone can sustain a business. Who doesn’t want that?

Viral Referral Marketing in action: I have had the pleasure of listening to Scott several times and getting to know him through my association with IBI (Income Builders International). I also know most of you and the struggles we face when it comes to marketing. So here we have an example of NUDE: Novelty…the method itself; Utility…knowing people who have a need; Dependability – Scott’s reputation as I perceive it; Economy – I fully expect a favorable return on my investment and effort. I probably know 100 other people that can benefit from Scott’s expertise. Considering the people I know and the people they know, at the first two levels alone 10,000 people will hear about Scott and his book in a very short period of time. The power of Viral Referral Networking and the N.U.D.E. model.

“This is a brilliant book. For the first time, someone has quantified the awesome power of word of mouth (confirming my loose estimates), and laid out the main characteristics that a word-of-mouth message needs to have in order to reach runaway levels. It shows how to change your product and your message to something that people will want to talk about. This is priceless. At $1000 it would be a bargain!”

George Silverman, author,