Financial Marketing and Cross Selling Blog
Book Review: The Referral Engine – Take aways for financial marketers
John Jantsch is the perfect example of someone who practices what he preaches. About a month ago I stumbled upon an offer to receive a free copy of his new book, The Referral Engine, if I agreed to write a review at some point during the week of May 10th. I don’t remember the exact source – Twitter, Email, Blog, etc. – but this is just one of many referral techniques that he highlights in this book.
John is the founder of Duct Tape Marketing, a marketing consulting practice that has certified consultants throughout the country. You may even have a Duct Tape Marketer in your back yard. The concepts that John talks about both with his Duct Tape and author hat on are not mind blowing or revolutionary (that is, if you’re hip to the new rules of marketing and PR). By now I think we can all agree that the Internet, just like the TV, has changed the game of marketing for a long time to come. Instead of talking to our customers, we now have to listen and make them an integral part of how we craft our communications and even develop our products. John lays out in this book that the age of the 4 Ps – Product, Pricing, Place, and Promote – is no longer viable and has given way to the age of the customer. In this new age, we... Read More >>
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