When you hear those magic words “lifesaver” or “game changer” from customers, it’s proof that you’re a true problem solver. And that feeling intensifies even more when they tell others about their experience.

These referrals are the future customers who are primed and excited to buy from you.

Of course, after hearing so many great things about you, they’re going to check you out.

However, when they visit your site or social profiles, that feeling of excitement deflates. What they found doesn’t live up to the hype that they were told about your company.

Your marketing, whether online or offline, is the first test of whether the person this prospective customer spoke with was telling the truth about your business.

We’re going to share the most common issues stopping you from getting a head nod from referred buyers and what you can do to fix them.

Issue 01: What they heard vs. what you said

Let’s talk about what happens when someone raves positively about your business. This person isn’t using marketing lingo or selling points, like “24/7 support” or “all-in-one [feature]” to talk about your products or their experiences.

Instead, they are going to talk about what they got as a result of using your product or service, like “they saved me [time, money, etc.],” “I didn’t need to…,” or “I can….”

They are selling their friends, family, and colleagues on how you solved a specific, often pressing, problem for them.

What these referred individuals are looking for, even if they don’t say it outright, is validation that what you’re saying matches what they heard. When your marketing doesn’t immediately give them what they’re looking for, they’ll see a disconnect.

The fix?
First, remember that happy buyers have natural conversations with people they know. You have to understand what they said and how they said it.

You can get this information by interviewing current or former customers, reading online reviews, or even checking sales or customer service transcripts.

Next, once you know the types of discussions your customers have with others, you’ll find opportunities to weave a narrative framing your offer through the buyer’s eyes.

Issue #2: Design issues they can’t ignore

Design has a few different jobs. It delivers information, shares your message, and also sends signals (i.e., whether you’re trustworthy) to the people receiving it. While a referred customer doesn’t want perfection, they do want to make sure you’ve truly earned the accolades they’ve heard.

Now think about your company’s marketing. Does its design add to your credibility or work against it?

Here are some design issues you should watch out for that can undermine your street cred.

• Inconsistent icons that look like somebody took them from three different stock libraries
• Product photos that don’t show people how it works
• Website design stuffed with text and imagery that are way off base for the demographic or offer

The fix?
Remember when we mentioned that referred buyers want to get confirmation that you’re the real deal?

Your marketing should always show them the outcome they’re hoping to achieve, and not confuse or overwhelm them by being overly or, worse, poorly designed. And since another person sent this prospective customer your way, their expectations are usually pretty high.

The design of all of your company’s marketing materials should center around being on-brand, while also showing them how you’ll make their lives easier and live up to your reputation as a “lifesaver.”

Issue #3: Not sending confident signals

By the time a referral begins their research, they’re halfway sold on your business. However, you still have to take them across the finish line.

If what you’re saying in your online and offline communications makes potential buyers feel confused about your offer, they won’t feel confident to buy, even if they were sent to you by someone singing your praises.

The fix?
We recommend asking yourself this question before putting out a new marketing piece: “Does this make us look like we know what we’re doing?” If not, it’s time to go back to the drawing board and identify the problem. It could be in your message, the design, or even in the offer itself.

Make it easy for referrals to say “yes”

Happy customers often lead to free promotion for your business, especially when they share their experiences directly with another person. Because the recommendation comes from a trusted source, this referred customer is already open to learning more about your business.

However, this person’s interest in what you have to offer doesn’t mean there isn’t still a hurdle, albeit a smaller one, to overcome in convincing them that you’re the right solution. Your website, social presence, and other marketing materials all work to convince them of this.

Thinking about how satisfied customers talk to others about your company will help guide your marketing, making it easier for referrals to shift from “They could be the right for me” to “I know they’re the right for me.”