My neighbor is a photographer. The other day, she was telling me how nearly all of her business comes from referrals from friends. Come to think of it, referrals are how I usually get my business as well.
Most people prefer to work with a friend of a friend, rather than a stranger. That is why networking is so important for small businesses - the more people we know, the more business is likely to come our way.
It just makes sense. Small business owners want to make it as easy as possible for clients, friends, and relatives to share their business with their friends and colleagues. One way to do this is with an “email-a-friend” link on the business’ web site.
The Shelley School
I have a good friend who teaches Irish Dance classes near my house, Tina Shelley. I took lessons from her back in 2001-2002 and then moved out of state. When I returned to the area last fall, I started taking lessons from her again. One of her students designed the web site, and she did a pretty good job.
When I suggested to Tina that she put “email a friend” on her site, her eyes got really bright. She pointed the pencil she was holding at me and said, “I want that!” So Michelle did the design, and I did the back end. I think it turned out pretty nice.
When someone fills out the email form, they enter a personal message, their email address, and their friend’s email address. Their friend is then sent a professional-looking brochure with the sender’s personal message in the middle of it.
The thing I really like about this approach is that the email is both professional and friendly at the same time, giving the recipient 2 reasons to trust the Shelley School. A dance school site is perfect for this type of feature, because friends so often take these classes together.