"A Good Referral for me Is Anyone with a Face."

That's how a professional photographer used to end his B.N.I. sixty-second infomercial.

Surprisingly, although most people in the room had friends and knew people with faces, he didn't get too many referrals.

But, when he changed each week's pitch to a specific category of individual, his referrals went through the roof.

"I'm looking for someone in HR at Acme Corporation," or "I'm looking for referrals to recently engaged couples," or "I'm looking for sons and daughters who a family portrait to give their mother on Mother's Day."

Are your sixty-second informercials soliciting "faces" or specific referrals?