A referral letter, when written properly can result in tremendous business growth. So how do you create high a quality referral letter? And how can you make sure that those who are sending referral letters on your behalf are doing the same?
The first key to remember when writing a successful referral letter is to be as specific as possible. A referral letter should closely resemble a testimonial. So that means you should include specific ways in which the product or service has been helpful. Let’s look at a couple of examples.
- “Bob the accountant did a great job with my taxes.”
- “At first I was hesitant to trust my taxes in someone else’s hands. But then I met Bob. He put me at ease right away and was able to show me deductions that I had missed out on last year simply because I didn’t know they were available. This year I trusted him with my taxes and instead of paying thousands of dollars out of pocket to the government I actually got money back for the first time in 10 years!”
Which one do you think sounded more convincing? Number two, of course. Why? Because it gave specific details of how Bob had helped rather than just saying he was a good accountant. This is very important when writing a referral letter because you need to convince the reader that they would be a fool not to hire the person you are referring.
The second key when writing a referral letter is to include pictures of the clients. And if possible have the pictures include them using your product or service. This will provide social proof and will also make the referral letter more visually appealing.
Now how do you make sure that the referral letters going out about you are high quality? The best way is to write the letters for your customers using testimonials and feedback that they have provided. Then when you approach them for a referral you simply pull out the letter and see if they are in agreement with what is said. If so, they sign the referral letter and you then send it out for them to the referrals they provide.
This may seem counter intuitive, after all, what will your customers think of you writing your own referral letters? Well, more than likely they will be appreciative. After all, they want to give you referrals, but they want it to be as easy as possible. If they have to physically sit down and write out a letter it seems like just one more mundane task they have to put on their to-do list. But if all they have to do is sign a referral letter and give you the names and addresses of their referrals they will be much more happy about helping you out.