This growth concept focuses on creating a self-reinforcing system where every action or component builds momentum and drives the next, leading to sustainable growth over time without continuous input of effort and money from founders or investors. Here are four tactics to implement this concept:
Surprise Gift and Third-Party Ask
After delivering your core product or service, offer a free gift to the customer. The value of this gift should be proportional to the amount spent. Following this, have a third party (not the person who gave the gift) ask for a review. This creates a sense of reciprocity and increases the likelihood of receiving a positive review. The amount you’re willing to pay for the gift and bonus should be proportional to what a review is worth to your business.
Merch for Reviews
Offer branded merchandise in exchange for multiple reviews on different platforms. For example, give away a t-shirt in exchange for reviews on Yelp, Google, and Facebook, as well as a check-in. This tactic not only generates digital word-of-mouth through reviews but also creates organic word-of-mouth as customers wear your branded items in public.
Discount for Reviews
Provide an immediate discount on the customer’s current purchase in exchange for a review. This tactic is most effective when presented at the point of sale. For instance, offer a small discount (e.g., $1 off per person) if they leave a review right away. The key is to make the discount available immediately rather than for future purchases.
Unlockable Bonuses
For B2B or digital services, offer unlockable bonuses in exchange for reviews. This could be additional media content, training, or a trial of a higher-tier service. This tactic not only generates reviews but also gives customers a taste of premium offerings, potentially leading to upsells.
By implementing these tactics, businesses can create a virtuous cycle where customers get results, those results drive reviews and word-of-mouth, which in turn attracts more customers. This self-sustaining system allows the business to grow without constant effort and investment from founders or investors.
