On the counter in my dentist’s waiting room, prominently featured, is a supply of referral cards. They are full-color, glossy, and about 50% bigger than a regular business card. They are folded in half, creating four panels.
On the front panel is a stock photo of a (smiling) family. Under the photo, it says, “Care Enough to Share”. Under that, it says, “New Patient Gift Card”.
When you open the card, the upper panel’s headline says, “Valuable Offer To New Patients”. Under this, it says, “The referral of a friend or family member to our office is one of the finest compliments our patients can give us. We welcome you to become part of our practice.” (Remember, these are meant to be given to prospective new patients.)
The next paragraph presents a special offer (exam, x-rays, cleaning). The fee ($99) is large, centered and written in dark red. Under that, in smaller print, it says that the regular fee is $298.
The next panel has four bullet points that describe the practice: highly skilled dentists, friendly and caring staff, convenient hours and location, that sort of thing.
Under the bullet points are three “blanks” for the referring party to fill out: “Presented to,” “Referred by,” and “Expires”. Ostensibly, the referring patient fills out the first two, and the dentist’s office fills out the third one if they want an expiration date on the special offer.
These are followed by the names of the two dentists, address, phone number (large and in dark blue), and finally, the practice’s web site.
Turn the card over and the fourth panel has a map of the office, the practice’s name, the dentists’ names, and the office address. Finally, it says, “Call Today!” (large) and provides the phone number. Under that, once again, is the practic’s web site.
The card is colorful and professionally produced. It’s a simple concept: a special offer for new patients and the suggestion that as a current patient, you are “allowed” to bestow this offer on your family and friends.
I’ve talked about referral cards before. It’s an idea that just about any consumer or small business attorney can use. Once you have these made up, you can display them on a desk or counter and let them go to work for you. Or you can point them out to your clients and encourage them to use them.
You can also put a small supply in your “new client” kit, or mail them to clients once or twice a year.
You can also use referral cards to offer information. A Special Report or ebook, available on your website, for example. You can offer this in addition to a special offer on services or a free consultation, or to offer the information by itself.
When your clients take one or more cards, they might not have someone in mind to give them to but it should get them thinking about who they know who might benefit. It also tells your clients that referrals are normal, expected, and appreciated, planting a “referral seed” in their mind.
Referral cards are a simple, inexpensive way to promote your practice, stimulate referrals, and build your email list, and I encourage you to use them.
Learn more about referral cards and other “referral devices” here
