One answer is to run a contest. Not just any old contest will do! It must be crafted to keep them returning again and again. Lots of smart people will tell you that running a contest will help but they don't tell you how to do it. Here's a blueprint you can alter to suit your purposes.

Every aspect of contest was handled by CGI scripts and a couple of web pages. Even selecting winner was done by a script. This final script simply located persons with most referrals. It drew one at random if there was a tie for first place.

One of my clients came up with basic idea and we developed it together as a team. People would get one "entry" into contest when they signed up for one or more of his newsletters. They would get another "entry" for each person they referred.

It was hugely successful. During 60 days of contest, over 45,000 new people had subscribed to my client's newsletters. They were coming back to his site over and over again. Orders for ezine ads poured in.

At end of contest period a week-long cruise vacation to Montego Bay, Jamaica was awarded to winner. Generally, if prize is valued at over $500, some authorities in your state may expect to be notified. There are various requirements; check with appropriate state agency for details.

We posted a complete set of rules for contest on Web site. We announced contest itself as well as current front-runners in each issue of my client's newsletters.

Each person entering contest was assigned a Personal Identification Number (PIN). The PIN was used to connect them with their referrals. Next, a person was given chance to tell their friends about contest.

We made everything as easy as possible for contestants. All they had to do was supply email address and name and scripts did rest.

They'd be shown message that was about to be sent to their friend. We were making every effort to be honest with them and not cause any ill will.

If your answer named an item, such as "light bulbs", your light bulb company will soon perish. If you named a service, such as "employee anti-shoplifting training", your time as a consultant is short-lived.

Light bulbs and employee training are products you provide. If you are to be successful, product cannot be what you sell to potential customers. What does your product provide to customer?

In other words, if you are an anti-shoplifting trainer, what benefit does your service provide for particular customer to whom you are selling?

"Oh, I get it ..." you might think, "I'm not selling employee anti-shoplifting training, I'm selling educated staff that training produces. Very clever gimmick, Mr. Delaney."