Referrals really are 'golden'. For one thing, in this time-crunched age where everyone's so busy, people are more willing to depend on advice of trusted contacts. It saves them from spending time in laborious research.

Referrals also produce a 'snowball' effect. Happy customers tend to have a good idea of which one of their friends would appreciate your product or service. They refer people similar to themselves... who also refer people they know... and so on.

But one of best things about referrals is that they're easier to convert into customers! It's fine for YOU to say that you provide a great product or service -- but when someone else says it, it instantly has more impact... especially when it comes from a trusted friend or contact. Your credibility and expertise have been established by referrer.

However, many business owners assume that just because they do a good job, referrals will happen automatically. This isn't true; people often need a little encouragement to send referrals your way. It's up to you to take a more active role in making them happen.

A PERSONALIZED FORMAT WORKS BEST

Avoid postcards that look like a magazine ad printed on a card. You'll get a bigger response if you keep your message brief and format your postcard to look like a personal message. Your prospect can't resist reading a postcard formatted this way for several reasons.

1. It's delivered already opened and ready to read. 2. The message is brief and easy to read. 3. It looks like a personal message.

Personal message postcards are also effective for business to business promotions. "Gatekeepers" who screen incoming mail in many business and professional offices will usually pass them through to your prospect. And because postcard is smaller than other mail it's usually put on top of boss's mail pile. That almost guarantees your prospect will read it.

I've used these postcards successfully for everything from developing customer leads to recruiting senior executives. They always produce a big response for a very low cost.

FOLLOW 3 GUIDELINES TO MAXIMIZE RESULTS

You'll get maximum number of responses to your postcards by following three simple guidelines:

1. Personalize message on your postcard. Include a date and a greeting like you would in a letter. You can use "Dear Kim" when you know your recipient's name or something like "Dear Homeowner" or "Hello Doctor" when you don't.