If you received six referrals in the last 12 months, you were probably talked about and endorsed 30 times. It’s about a five-to-one ratio between endorsement and introduction. Closing that gap is not only where the lowest-hanging fruit lives, but your growth model elevates you from transacting – trading time for money and pumping up a leaky tire – to a more predictable, efficient and durable approach. With advocates, you’re not selling something, you’re building something. Like owning a home versus renting, you’re building equity along with pride in ownership. Basic customer and client acquisition through various marketing strategies alone is practical but can be anticlimactic because it’s a transaction without any lasting, long term benefits. Before you know it, the rent is due, meaning you have to go out and find more clients. Advocate conversion, on the other hand, means that you are consistently being found by new clients. When you nurture advocacy conversion in your business, you look back on the old client acquisition model and realize that it was more costly and there was far more friction. There are few things more rewarding than cracking the conversion code - not convincing new people, but instead working with people who are already convinced and showing them why, to whom and how to convince others. We are going to walk you through that proven process throughout this book.

This is an excerpt of the upcoming book The Blue Square Method by Duncan MacPherson and Chris Jeppesen. Download Chapter 1 for free now at: TheBlueSquareMethod.com