Educational Content Is the New Referral

Patrick McFadden

In order to thrive in today’s digitally driven business environment, service based business owners and professionals need to think and act more like media companies. I suppose to some degree this has always been true, but it is painfully so now that prospects have access to mounds of content and information.

So, in order to survive in this new world order business owners and independent professionals need to take things in their own hands and create educational content that will generate new business by referral.

A great deal about referrals has changed over the last few years, but what matters most about this change is the way prospects and customers refer.

T raditional Referrals

In the classic sense, a referral is when a client, vendor, or other close contact refers or recommends you to a prospect that could use your services. You’ve done this countless times. Your neighbors have their roof replaced, and you ask them who they hired to do it. “Word of mouth” referral is perhaps the oldest form of marketing. Likewise, your business has most likely benefited from a call out of the blue because a client or vendor recommended you.

The New Referral

In the 21st century, educational content is the new referral, and it comes from someone who hasn’t used your services.

Perhaps they heard you speak, downloaded your eBook, tuned into a podcast interview, thumbed through your presentation slides, read your article, or follow you on LinkedIn. They’ve personally sampled and experienced your expertise , and when given the chance to recommend a solution or service, they automatically think of you.

Essentially, educational content on some level can replicate the conditions of actually experiencing your expertise in action.

So a steady stream of educational content can not only lead to direct opportunities, but can create additional referrals along the way.

Any business owner or organization that wants to get referred online or offline and ultimately generate business by way of referral, needs to get serious and strategic about creating educational content.

Question: Has this type of referral happen to your business yet?

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By Patrick McFadden • March 31, 2025
1. The Challenge: VMI was like many service providers — positioning their value around what they thought clients wanted : “Office furniture installation and assembly — let us handle creating your perfect workspace.” But the actual buyers — facility managers, project managers, furniture reps — weren’t looking for “perfect workspaces.” They were trying to avoid installation nightmares . Their real priority? ✅ Great installation days. ✅ No chaos. ✅ No missed deadlines. ✅ No angry phone calls from clients. 2. The Insight: After conducting stakeholder interviews under our marketing strategy consulting engagement , the Indispensable Marketing team uncovered critical feedback: “We need installers who maintain a professional site and follow instructions.” “We lose relationships when installations go badly.” “I need quotes back quickly or I can’t sell the job.” This wasn’t just about services , it was about trust, problem-solving , and professional reliability . So we reframed their differentiators not by what they did, but how they showed up : Same-day project quotes Problem-solving on-site Update protocol with clients Professionalism guarantee Lasting Impression Insurance 3. The Shift: We shifted the positioning from vague benefits to real-world, emotional triggers : Instead of: “Let us create your perfect workspace.” Now: “Get the perfect installation day, every time.” That subtle shift aligns with who’s actually buying (and who feels the pain when things go wrong). The end-user may care about the workspace. But the buyer cares about the install . 4. The Lesson for Others: If you’re selling a service, don’t describe what you do. Describe what the client wants to avoid or achieve — and who the real buyer is. Then, systematize what you’re already doing well and give it a name. Just like our team did with: “Same Day Quotes” “Lasting Impression Insurance” “Reliable Presence Protocol” 5. The Outcome Within weeks of updating their messaging and positioning: The company reported more qualified leads asking the right questions Furniture reps began referring them because they were “easy to work with and made them look good” They were shortlisted for larger, multi-phase projects due to increased confidence in their process But most importantly, they stopped competing on price — because they weren’t selling perfect workspaces anymore. They were selling peace of mind on installation day.

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