What gives refer-a-friend programs their acquisition power? Personal, compelling share messages that come from people we know. (Worldwide, 84% of people say they trust recommendations from friends more than any other type of advertising.) To illustrate the three most common types of share messages and why they’re effective, let’s consider three referral situations, my mother-in-law, and my summer vacation.
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A refresher on funnels
Inferred Referrals
Expressed....