We’re thrilled to have Steve Gordon back on Infusioncast today! In this Infusioncast episode he shares valuable tips about referral marketing, how to create a referral kit, and how to make the referral ‘ask,’ as well as wisdom about how to write a book.

Referral marketing is one of the most valuable marketing tactics available. But the traditional model of asking for referrals can be uncomfortable both for the person being asked to give the referral and the person doing the asking.

Steve solves this with his unique approach to referral marketing – the referral kit. A referral kit is packaged information for your current customer to pass along to their friends who are hot prospects for your business. It could take the form of a physical book or eBook, an audio CD, or a webinar. It’s designed to educate the prospect about what their problem is and what the consequences of that problem are, answer the questions that they have about it, establish your credibility, and give them a way to take a next step in meeting with you. Your current customers will be much more likely to give you referrals when you package it up as great information that they can pass on to help their friends.

A book is an excellent tool to have in your referral kit, and being an author can help you establish expert status and gain notoriety. But writing a book can be a daunting undertaking. The creative process can be different for everyone, but one secret is laying out a really good outline. Once you have that in place, it will make writing the rest of the book much easier and more manageable. Just start writing, and keep going, even when you might think what you’re writing is not good. The good stuff is going to come out, but it doesn't always come out right away.