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Editor's note: The following excerpts are adapted from John Jantsch's new book, The Referral Engine: Teaching Your Business to Market Itself. There was a time when marketers would simply create a product or brand, broadcast a compelling message, and send the sales folks out to hunt down new business. Over the past few years, in large part due to the explosion of online tools and networks, customers and prospects are now active participants in the creation of products, services, brands, positioning, messages, and subsequent buzz—for good or bad.
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There is no greater gift your personal brand can receive than a recommendation, referral, or testimonial. I’m currently reading a great book by John Jantsch called The Referral Engine: Teaching Your Business to Market Itself. Althou... Read Post

Ah referrals from business contacts – the one thing most small business owners would like more of. Why then, doesn’t it happen as much as most people would like? I have a theory and it goes somewhere along the following lines:  “Two... Read Post

My advice if you read Referral Engine: Teaching Your Business to Market Itself by John Jantsch is to understand going into it that you don't have to do everything he recommends. This book is full of so many great ideas... Read Post