---
title: "Share"
module: "9"
type: lesson
order: 0
draft: false
---

![Share](/images/book/Share.png)

## Turn Customers into Advocates

You arrive at **SHARE** carrying the most valuable asset in ecommerce: a customer who has genuinely succeeded. Through **EDUCATE** you did not merely hand someone a product and wish them well — you guided them to a real outcome, tracked their progress, and intervened when their momentum flagged. You know, with reasonable confidence, that this person received what they came for. Now comes the question most businesses never think to ask deliberately: *what happens next?* This is Step 9 of 9, the last of the nine levers and the one that turns the whole machine from a funnel into a spiral.

The instinct is to treat the purchase cycle as complete. The customer is satisfied, the transaction is closed, the numbers look fine. But a satisfied customer who tells no one is, from the perspective of your growth engine, almost half a decision. The other half — the referral, the review, the photograph posted to a feed, the friend nudged toward your product page — is where the framework completes its logic, and it is the half most businesses leave entirely to chance.

The stakes are higher than they first appear, because the resource you are working with is perishable. A customer's enthusiasm peaks at the moment of success, and that peak is brief. Reach for it too late and you have missed the window when their goodwill was most generous. Reach for it too early, before the outcome is real, and you ask for an endorsement they cannot honestly give. Timing, in **SHARE**, is not a minor operational detail. It is the craft the whole step turns on.

**The objective of this step:** to systematically convert your successful, delighted customers into active advocates — generating reviews, referrals, and user-generated content by asking at the moment of peak delight and removing every ounce of friction from the act of sharing — so that each satisfied customer feeds qualified, pre-trusted strangers back into the top of your funnel.

## The lever, and the loop it closes

In the language of the **Multiplier Principle**, **SHARE** governs your **referral rate** — the final term in the revenue equation, the proportion of customers who actively bring new buyers into your world. Every other lever in your business spends money to work. A referral does the opposite. A delighted customer who brings a friend lowers your **effective acquisition cost** — sometimes to near zero — because the most expensive part of acquiring a new customer, earning their trust from cold, has already been done for you by someone they believe. Referred prospects are approximately 4× more likely to convert (Extole platform data, 2026), spend more, and churn less — and because they were referred, they are more inclined to refer in turn.

This is the point at which the funnel stops being a funnel. A referred customer re-enters the system at **HOOK** — not as a stranger but as someone already vouched for, their journey beginning half-won. This is the **advocacy spiral**: the single relation that turns a linear sequence of nine steps into a self-reinforcing engine. Without it you have a funnel that must be refilled from the top at full cost, forever. With it, every completed journey strengthens the next, and your acquisition cost falls as your customer base grows rather than rising with it.

## Why advocacy works

Three forces make a personal recommendation carry the weight it does.

Robert Cialdini's **reciprocity** is the near-universal human instinct to return a favour. By the time a customer reaches **SHARE**, reciprocity has *matured*. You have not given them one free resource — you have given them a genuine win. You attracted them honestly, sold to them fairly, and then, through **EDUCATE**, invested in their success after the money had changed hands. The customer feels the weight of that. This is precisely why the ask only works *after* the win: ask before you have delivered, and there is no favour to return.

Layered on top is **social proof**, the mechanism that makes advocacy *compound*. A single review tells a wavering prospect that someone took the risk before them and was glad they did. The reviews and testimonials your **SHARE** system generates flow back into **HOOK**, **SELL**, and **NURTURE** — more customers generate more proof, which converts more customers, which generates more proof.

The third force is the **trust premium of a personal recommendation**. The brand sits at the bottom of the credibility hierarchy — everyone expects a business to praise its own product. A recommendation from a friend sits at the very top: 88% of global consumers trust personal recommendations above all other advertising channels (Nielsen Global Trust in Advertising Study, 2021, n=40,000+ consumers), because it carries no commercial motive and a real reputation behind it.

## The anatomy of the ask

Strip any effective advocacy request down to its parts and you find four, each of which must be right or the whole thing fails.

The first is the **trigger** — the event that tells your system this particular customer is ready. Advocacy asked of a random customer on a random Tuesday is a guess. Advocacy asked of a customer who has just reached a success milestone is a near-certainty. The trigger is what separates a system from a hopeful broadcast.

The second is the **moment** — the timing of the ask relative to the trigger. There is a window, often short, when satisfaction and enthusiasm are at their peak. Ask inside it and you catch the customer riding the high. Ask too early, before the win has landed, and there is nothing to share; ask too late, after the feeling has cooled into routine, and the impulse is gone.

The third is the **mechanism** — the actual path from "yes, I'll do it" to a completed review or referral. Every step in that path is a place to lose the customer. A direct link that lands on the exact review box beats an instruction to "find us on the review site." The mechanism is where good intentions die from friction.

The fourth is the **incentive** — the optional reward that tips a willing-but-passive customer into action. One principle governs every choice: **incentivise the act of sharing, never the sentiment.** Rewarding a customer for *leaving* a review is fine; rewarding them for leaving a *positive* review is unethical, corrosive to the trust that makes advocacy worth anything, and a breach of every serious review platform's policies.

## The Review/Referral System

The signature tool of this step assembles the anatomy into a working engine. Rather than treating reviews, referrals, and user-generated content as three separate campaigns, the **Review/Referral System** treats them as three outputs of one mechanism.

| Advocacy output | Trigger (the moment) | The ask | The mechanism (kill the friction) | Incentive fit |
| :--- | :--- | :--- | :--- | :--- |
| **Review / rating** | A success milestone reached, or a defined period after delivery with use confirmed | Direct and specific: "What problem did [product] solve for you?" with a star prompt | Deep link straight to the review box; a written prompt to defeat the blank page | Reward the *act* of reviewing, never the sentiment — small, modest |
| **Testimonial (written or video)** | A standout success: a high NPS score, an unprompted thank-you, a visible result | Personal outreach naming their specific win | A few guiding questions; offer to draft from their words; make video optional, not required | A genuine token of thanks; recognition often outpulls discount |
| **Referral** | Peak delight: just after the win, or after a delighted review | "Know someone who'd benefit? Here's an easy way to share" | Pre-filled code or one-tap share link, the friend's reward already attached | Two-sided reward usually fits best — both parties gain |
| **User-generated content** | Product in active, successful use; a visible, shareable outcome | A campaign with a clear, easy prompt and a hashtag | One-tap social share; a frame or template that makes good content effortless | A contest prize or a feature; recognition is the core motivator |

Read across the rows and the same discipline repeats. Every output begins with a **trigger tied to success**, not to a calendar — the system watches for the signal that a customer has won, drawn from the very data your **EDUCATE** step was built to capture. **EDUCATE** does not only produce satisfied customers; it produces the *signals* that tell **SHARE** which customers are satisfied and when.

## Choosing well: incentive structures

| Incentive structure | When it fits | The risk to manage |
| :--- | :--- | :--- |
| **No incentive (reciprocity only)** | A genuinely delighted base; premium or trust-led brands where a reward would cheapen the gesture | Lower volume; you rely entirely on goodwill and a frictionless ask |
| **One-sided reward** | Reviews and UGC, where you reward the *act*; simple referral schemes | Can feel transactional; the referrer may hesitate to "profit" from a friend |
| **Two-sided reward** | Most referral programmes — both parties gain, reframing the ask as generosity | More complex to administer; both rewards must feel genuine, not token |
| **Discount** | Price-sensitive, repeat-purchase categories where a saving is genuinely wanted | Trains the base to expect discounts; can erode margin and brand premium |
| **Store credit** | Brands that want the reward to drive a *return* visit rather than a one-off saving | Only motivates customers who intend to buy again |
| **Gift / free product** | Premium and lifestyle brands where a discount would dilute the positioning | Cost and logistics; the gift must feel desirable, not like surplus stock |

## What good looks like

| Signal | Orientation benchmark | What a weak number signals |
| :--- | :--- | :--- |
| **Referred-customer LTV uplift** | Referred customers deliver at least 16–25% higher LTV and an 18% lower churn rate than non-referred customers (Schmitt, Skiera, and Van den Bulte, *Journal of Marketing*, 75(1), 2011) | If referred customers are no more valuable, the programme is likely rewarding low-quality referrals rather than genuine advocacy |
| **Reviews → conversion lift** | The first 5 reviews generate 270% more conversions than zero reviews; Bazaarvoice (2023) found 10 reviews associated with a 45% conversion uplift | A weak or absent lift suggests reviews are too few, too generic, or not shown where the buying decision is made |
| **Trust in recommendations vs advertising** | 88% of global consumers trust personal recommendations above all other advertising channels (Nielsen, 2021, n=40,000+) | Context benchmark — explains *why* referral is high-leverage, not a number to hit |
| **Review request → review rate** | Klaviyo's 2024 automated flow benchmarks show a 2.11% placed-order rate for automated post-purchase review request flows, versus 0.16% for broadcast campaigns — a 13× difference. Yotpo data shows response rates drop 60–70% after the two-week post-purchase window | A low conversion on the ask points to a timing problem (premature) or a friction problem (effortful) — diagnose which |

## Action Checklist

- [ ] **Identify SHARE Triggers:** Determine the best moments to ask for reviews/referrals (e.g., X days post-delivery, after positive CSAT score, upon reaching onboarding milestone from EDUCATE).
- [ ] **Choose Primary SHARE Goal(s):** Focus initially on 1-2 key areas (e.g., Increase product page reviews, Gather detailed testimonials, Launch basic referral program).
- [ ] **Select Collection Method(s):** Decide how you'll ask (Automated email via ESP/review tool? Manual outreach? In-app prompt?).
- [ ] **Draft Request Messages (Use AI Prompt SH1):** Generate draft emails or messages asking politely and specifically for reviews or testimonials. *Refine for clarity, ease, and Brand Voice.*
- [ ] **(Optional) Design Referral Program:** Outline offer, create unique sharing links, choose tracking method. Use two-sided reward structure where appropriate.
- [ ] **(Optional) Draft Referral Messages (Use AI Prompt SH3):** Create copy for inviting customers to the program and messages they can easily share. *Refine.*
- [ ] **Configure Delivery System:** Set up automations in your ESP or review platform to send requests at triggered times.
- [ ] **Plan Proof Amplification:** Decide where reviews/testimonials will be displayed (SELL pages, HOOK ads, NURTURE emails).
- [ ] **Repurpose Reviews (Use AI Prompt SH2):** Take existing positive reviews and use AI to generate draft social posts, ad snippets, or short case study points. *Refine.*
- [ ] **Implement Proof Display:** Add review widgets, testimonial sections, or case study links to your SELL pages and other relevant marketing materials.
- [ ] **Monitor & Engage:** Track review volume/ratings, referral conversions. Thank customers for sharing! Respond to reviews (positive and negative).
- [ ] **Output Check:** Confirm working system for requesting reviews/referrals and a plan/process for amplifying social proof.

## AI Prompts for This Step

*Always paste your Foundation Blueprint and customer success context into the chat before running these prompts. Replace every placeholder with your specific data.*

---

**Prompt SH1 — Review / Testimonial Request Email**

```
ROLE: Act as a Customer Advocacy Copywriter skilled at writing polite, effective review request emails.

OBJECTIVE: Generate subject line options and body copy for an email asking a satisfied customer to leave a review or testimonial.

CONTEXT:
- Product purchased: [Name]
- Customer success milestone achieved: [What they've accomplished — from EDUCATE step]
- Review platform: [e.g., Your website / Google My Business / Trustpilot / Capterra]
- Review platform link: [URL placeholder or [REVIEW_LINK]]
- Brand Voice: [Adjectives]
- Timing: [e.g., 14 days after onboarding completion]

KEY INSTRUCTIONS:
1. Generate 3 Subject Line options — warm, appreciative, low-pressure.
2. Write 1 Email Body draft (~100 words) that:
   - Opens by referencing their specific success (makes it feel personal)
   - Explains simply why a review helps (social proof for others in their situation)
   - Provides a direct link to the review platform
   - Keeps the ask short and easy — no long forms or multi-step instructions
   - Closes warmly with no guilt if they choose not to

TONE & FORMAT: Warm, genuine, Brand Voice. Subject lines first, then email body.
```

---

**Prompt SH2 — Social Proof Snippet Generation (From Reviews)**

```
ROLE: Act as a Social Proof Copywriter skilled at transforming customer reviews into marketing assets.

OBJECTIVE: Take existing positive customer review text and generate concise, impactful snippets for ads, social posts, and website callouts.

CONTEXT:
- Review text to work with: "[Paste the full customer review here]"
- Brand Voice: [Adjectives]
- Target formats needed: [Select: Facebook/Instagram Ad Copy / Organic Social Post / Website Testimonial Block / Email snippet]

KEY INSTRUCTIONS:
For each selected format, generate 1-2 snippets:
1. Ad Copy Snippet — pull the most compelling phrase/result from the review, add a brief context line, include a CTA. Max 80 words.
2. Organic Social Post — lead with the strongest quote, add a 1-sentence context line, and a soft CTA. Max 100 words.
3. Website Testimonial Block — format as a pull quote with attribution. Max 40 words.
4. Email Snippet — a 1-2 sentence social proof line suitable for dropping into a nurture or sales email.

TONE & FORMAT: Let the customer's words lead. Brand Voice in surrounding copy. Each format clearly labelled.
```

---

**Prompt SH3 — Referral Program Invitation & Sharing Messages**

```
ROLE: Act as a Growth Marketing Copywriter specialising in referral program communications.

OBJECTIVE: Draft an email inviting customers to join the referral program and a template message they can easily share with their network.

CONTEXT:
- Referral program offer: [e.g., Give €20, Get €20 / Give 15% off, Get 15% off / Tiered rewards]
- Referral link mechanism: [e.g., Unique personal link / Promo code]
- Brand Voice: [Adjectives]
- Brand personality: [e.g., Community-focused, Quality-obsessed]
- Why customers would want to refer: [e.g., Help friends discover quality products / Earn rewards / Share something they love]

KEY INSTRUCTIONS:
1. Draft 1 Invitation Email (~120 words) — explain the program clearly, make the reward obvious, provide the referral link/code placeholder, make joining feel like sharing something good (not a transaction).
2. Draft 2 Ready-to-Share Message Templates (each ~30-50 words) — copy the customer can paste into WhatsApp, a DM, or a social post to refer a friend. Should feel natural and personal, not like a corporate ad.
3. Draft 1 Social Media Post (60-80 words) — for the brand's own channels announcing or reminding customers about the program.

TONE & FORMAT: Enthusiastic, community-feeling, Brand Voice. Three clearly labelled outputs.
```

---

**Prompt SH4 — Case Study Outline & Interview Questions**

```
ROLE: Act as a Content Strategist and Storyteller skilled at turning customer successes into compelling case studies.

OBJECTIVE: Create a case study structure outline and a set of interview questions to gather the customer story needed to write it.

CONTEXT:
- Product: [Name]
- Customer success context: [Brief description of who they are and what they achieved]
- Key result(s) to highlight: [e.g., Saved 10 hours/week, Increased conversion rate from 1.2% to 3.4%, Launched in 30 days]
- Target audience for the case study: [Who will read it — new prospects with similar profile]
- Format: [Written case study / Video testimonial script / Social proof story]

KEY INSTRUCTIONS:
Part 1 — Case Study Outline:
Draft a structure with these sections: Customer Background / The Challenge / Why They Chose [Product] / The Implementation / The Results / Key Quote / Call to Action.

Part 2 — Interview Questions (8-10 questions):
Write questions that draw out: the specific problem before purchase, what made them choose this solution over alternatives, how they used it, and the measurable results. Mix factual and open-ended questions.

TONE & FORMAT: Structured, story-first. Outline first, then numbered interview questions.
```

---

*Make sharing easy and appealing. Leverage the genuine satisfaction built in EDUCATE. Refine all copy for authentic tone.*
