The Power of Recommendations

by Rico on June 21st, 2008

It is perhaps every marketer’s dream to maximize word-of-mouth, for it is a very powerful way to promote an idea, service, or product. People are more receptive to what’s recommended to them, rather than marketed to them in the traditional manner. That’s why utilizing word-of-mouth effectively should also be the dream of every freelancer.

An Effective Recommendation

My recent trip to Singapore, aside from being a by-product of my freelance writing career, also became reality due to the recommendation of a trusted source. A friend was originally tapped for the assignment. Unfortunately, due to prior commitments he was unable to go, but recommended me to go in his place.

That recommendation wasn’t the sole reason why I got the assignment. Like I wrote, my freelance career choice was ultimately responsible for closing the deal. Yet I imagine that things wouldn’t have gone as far as they have if it wasn’t for my friend’s vote of confidence. It got my foot in the door so to speak.

Why Recommendations Work

Most people, including freelancers and their clients, can only process so much information. To save time, they rely on the advice of friends, loved ones, and experts—on people they trust. This trust makes the recommendations received from these sources most effective, because it is human nature to rely on opinions that have proven to be reliable and accurate.

My friend is an established tech reporter in his own right; if he said that I was capable of doing the job, who are they to argue? In short, out of laziness or a need to save time, people tend to filter out most of the information sent their way, concentrating only on what attracts their genuine interest. And trusted sources, have a way of always being interesting for their supporters.

Freelancers would do well to distinguish themselves to the right people, so that they will enjoy recommendations that are the most effective.

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