Last Word
6 Degrees
by Joanne Schell

In 1967 Stanley Milgram conducted an experiment which introduced the theory of six degrees of separation--that most people in the world are connected to each other by an average of only six people. By taking advantage of social circles, neighborhood relationships, and community connections through what's called viral marketing, you can increase your customer base and grow your business.

One way to take advantage of this practice is through online advertising. Companies have exploded in growth simply by passing their message and service along via the Internet. As an eyecare professional, sending online coupons or other promotions through an E-mail list--and providing an extra incentive to those who forward along your message--is a sure way to drive business to your door.

Offline options are also available. Creating a referral program which provides free gifts or discounts for each referral that buys from you is a great way to take advantage of the human connection. Any strategy that gets your patients to tell a friend about your business means new customers walking in are "warm leads"--they're in the market for eyewear and already aware of your product, service, and reputation.

That means for you, half the battle is already won.

It's a small world after all.
-- Walt Disney