All ways of asking aren’t equal

Two ways to ask members for a referral. One lets the brain take the easy way out. The other makes it scan a mental contact list.

Member Communication

Steven Kryger

Let’s say you want to ask members to refer their friends or colleagues to join.

Here are two ways you could ask - which do you think is more effective?

Option 1: “Do you know anyone who might like to join?”
Option 2: “Who do you know who might like to join?”

The difference seems subtle, but it's psychologically powerful.

"Do you know anyone..." lets the brain take the easy way out. It interprets this as "Do such people exist?" followed by "Can I be bothered thinking about this?"

But "Who do you know..." triggers something different. This phrasing bypasses objections and prompts your brain to automatically scan your mental contact list.

Who do you know who might benefit from reading this?

The difference seems subtle, but it's psychologically powerful.

"Do you know anyone..." lets the brain take the easy way out. It interprets this as "Do such people exist?" followed by "Can I be bothered thinking about this?"

But "Who do you know..." triggers something different. This phrasing bypasses objections and prompts your brain to automatically scan your mental contact list.

Who do you know who might benefit from reading this?